I was looking (dreaming) at the Diamond upgrade and clicked "customize" next to the "add to cart" button. It took me to a different webpage that offered me resources I already own (Anchor Yale Bible Dictionary, NICNT, ESV Study Bible Notes, etc.)
Yes, it shows ESV Study Bible Notes that I own.
Yes, it looks it gives just an offer of specials, not the personified offer. You can get those (if you do not have them) for a special price together with your Upgrade.