"This is meant primarily for large scale M2M deployments, think smart metering, vehicles, Kindles, machinery etc"... "it is certainly not for normal consumers and it is not about soft-SIMS. It is about hard coded SIMs that are under control of the M2M deployer." http://www.androidauthority.com/carrier-free-sim-cards-way-3...
For consumers, if you have an unlocked phone you can already get global SIM cards from companies like Truphone or Woolworths Global Roaming (and several others) that roam onto other networks while travelling. Carriers are increasingly letting you roam with your current SIM card anyway.