Update:
I had to reset the scope to factory settings to get it to link via Bluetooth. (Turn turret to highest revolution stop, then back down 10 clicks. Power off, and then power on, holding the button down until the HUD displays "D, D, D, D,....).
When the scope powered up at factory settings, I turned BT on in the scope and linked to the app (now just tap the BT icon to initiate a connection).
From there toggle the main menu on the upper left, and select "check for updates". It will then prompt you to accept/initiate a firmware update on the scope (you need at least a 50% charge on your battery). Takes about 5 minutes.
All my old profiles showed a question mark next to them and wouldn't sync after the firmware update. Turns out, there's an option in the profile now, to select Mil or MOA. Just select the appropriate one, and then save, and your old profiles can be synced to the new firmware updated scope.
HTH people not have to figure it out by poking around like me (website and manuals were down/not available).