Sony doesn't have any say over what PC licences SE gives out. The console licences are registered though them so that the PSN can be used to download the game, but it's SE who decides what licences to give out.
The upgrade program (as it existed last time) was simply that SE would give a free copy of the PS4 version to anyone who wanted to give up their PS3 version. This time everyone will have to give up their PS3 versions, and SE can give whatever free copies (or anything else) in exchange they decide to offer.