I called them; the desk said I still need to apply for an AMEX card here first. The form does allow you to specify an existing AMEX card, however I doubt they'll go any easier on me.
EDIT: Given the spend I plan on putting on the card, I think the SPG card might be the best option, but the annual fee is stupidly expensive (then again it comes with effectively lifetime Gold status). The Delta card is equally interesting, though going between NRT and SFO seems to be a total PITA on DL. I'd have to dump my MR points with either option -- at this point they're only good for BA travel I guess.
BA Avios can be great value for domestic JL flights without YQ @:-)