Anyone who has ever actually bought a full retail version of the BeOS, including early Preview Release and Preview Release 2 subscribers, will be entitled to upgrade, versus full, pricing (and actually, people who bought PR2 will get it free).
You'll pay less than the full retail price, and receive your new CD without the fancy retail box or the printed BeOS User's Guide (the HTML version is on the CD, however). The upgrade price is US$25 plus shipping.
However, people who received the BeOS in a magazine, at a trade show, in the O'Reilly Be Developer Guide, or purchased the $10 Trial Pack do not own the full retail version of the BeOS. There will be no special upgrade pricing for these versions of the BeOS.