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If I do buy a new iMac after 6 June, how can my purchase be identified by Apple so that I get the free upgrade to Lion?
UPCs? or something else?
 
Does no additional charge mean free or $29.99?

The Mac OS X Lion Up-To-Date upgrade is available at no additional charge via the Mac App Store to all customers who purchased a qualifying new Mac system from Apple or an Apple Authorized Reseller on or after June 6, 2011. Users must request their Up-To-Date upgrade within 30 days of purchase of their Mac computer. Customers who purchase a qualifying Mac between June 6, 2011 and the date when Lion is available in the Mac App Store will have 30 days from Lion’s official release date to make a request.
 
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