Yeah, the company that I am IT guy for only has like 7 paid staff, including me. I think this is mainly marketed at small businesses and non-profits, but don't quote me on that.
As for how to sign up, all I did was send an email to itpromfb at microsoft saying that I was interested, they sent me a survey to fill out, and then today, after about a month, I got an email saying that I would get an invite soon. A couple hours later, I had my invite.
Now I'm just waiting for my Technet account to get activated, which I guess takes 2-3 weeks.