USC fails to install application that is listed as available in Apps Directory

[TenLeftFingers]

Rochard is available for 14.04 (see https://apps.ubuntu.com/cat/applications/trusty/rochard/)
But, when I try:
Reinstall Previous Purchases -> Buy/Install, I get a throbber moving from side to side for several minutes and eventually the error:
Failed to download reepository information
Check your internet connection
W:Failed to fetch https://private-ppa.launchpad.net/commercial-ppa-uploaders/rochard/ubuntu/dists/trusty/main/binary-amd64/Packages HttpError401
, W:Failed to fetch https://private-ppa.launchpad.net/commercial-ppa-uploaders/rochard/ubuntu/dists/trusty/main/binary-i386/Packages HttpError401
, E:Some index files failed to download. They have been ignored, or old ones used instead.

Expected behaviour (in order of preference):
Best scenario: add the repo and install
2nd preference: fail more quickly than several minutes
3rd preference: instead of a throbber moving from left to right, use a progress bar instead so I can at least be confident that nothing is happening. Looking at the computer for several minutes wondering if it needs assistance or whether I can go about my work isn't a good position to put the user in IMO.

This is a fresh install (+upgrades that became available).

Love Ubuntu, thank you!

ProblemType: Bug
DistroRelease: Ubuntu 14.04
Package: software-center 13.10-0ubuntu4.1
ProcVersionSignature: Ubuntu 3.13.0-30.55-generic 3.13.11.2
Uname: Linux 3.13.0-30-generic x86_64
ApportVersion: 2.14.1-0ubuntu3.2
Architecture: amd64
CurrentDesktop: Unity
Date: Thu Jul 10 21:04:32 2014
EcryptfsInUse: Yes
InstallationDate: Installed on 2014-07-10 (0 days ago)
InstallationMedia: Ubuntu 14.04 LTS "Trusty Tahr" - Alpha amd64 (20140308)
PackageArchitecture: all
SourcePackage: software-center
UpgradeStatus: No upgrade log present (probably fresh install)