I think there might have been a misunderstanding, by purchasing the earliest access we effectively get the seven selected prototypes of Subnautica, followed by the actual state of the game on early-access steam. On the humble page where you get the downloads from, it states what you'll be receiving in the package. The last picture on subnauti.ca, I assume, is therefore meant to imply the release of keys to play it on steam.
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Btw the steam codes should be sent out at 8am PDT; 3pm GMT
https://trello.com/c/rIcEI19P/2516-define-release-time-for-sn-keys