setouchi area pass questions

I am looking at the official page on JR West but it is confusing.

Seems I can either purchase this pass through a travel agent outside of Japan or through JR West online. I dont see a time limit on when I can purchase directly from JR online but do see I can't reserve until a month from boarding. It is silent on exchange dates but says it can be exchanged in Kyoto. If I pick it up on our arrival in Kyoto, do my 7 days run from this date or when I actually use it for the first time?

So is the only way to reserve in advance without fees is to purchase directly and on line?

If you purchase through JR West, then you select the starting date of your pass at the time of purchase, and it has to be a date within a one-month period. Then you pick up the pass in Japan with two number codes, your credit card and your passport (no physical voucher). Only if you purchase through JR West will you be able to make online seat reservations.