So it took 22 minutes from ordering to get access to the download. Which isn't instant but is pretty darn quick if, like physical products, the order is going through content review before getting the green-light. So customers just need to know to be patient, it's not "instant", and that they don't need the email so no worries about checking their spam folders and whatnot if they don't get one. They just need to go to their order history page and wait for the button to become active.