...but what you're saying indicated you have not purchased the latest macbook pro, because this is not possible. The only way is to purchase their USB installer....that's ridiculous considering it should come with the system...or download.... The recommended OS is 11c74..nothing earlier.
An incorrect assumption!

I have an early 2011 MBP that came with Lion pre-installed.
As long as Lion is shown as purchased in the AppStore, you are able to re-download it at any time.
1. Delete the copy of Install Mac OS X Lion.app from Applications folder if it already exists.
2. Hold down the alt/option key on your keyboard, and click the App Store icon.
3. With alt/option key held, click on Purchased.
4. With alt/option key held, click on OS X Lion.
5. With alt/option key held, click on Install.
The Installed button should change to Install, allowing you to re-download Lion. When the download finishes, the app will automatically open. The updated 10.7.2 Install Mac OS X Lion App can be found in the Applications folder.
Then, burn the InstallESD.dmg to a DVD or write it to a USB stick. Instructions for doing this are available all over the Internet.