Here's how it works:
1. You run the Mac App Store version at least once.
2. It stores the license file in your Library folder.
3. Non-MAS version sees the license file and knows that it's fully licensed.
Why would I want to upgrade?
Non-MAS versions can be released without Apple approval process, so if you're working with leading-edge technologies, you might enjoy getting the updates faster.
Can I go back?
Yes. You can delete LiveReload and reinstall it from the Mac App Store at any time.
Please contact support if LiveReload does not recognize your MAS license.