MMC Albums, Two Expensive?

The Carphone Warehouse has teamed up with EMI Music to offer the first Multimedia Memory Cards (MMC) for mobile phones featuring the new CD from Robbie Williams. The MMC card will have some video content for use with PDAs such as the iPAQ and will cost around $40. I think it is a truly dumb ass idea. The CD costs about $20 in UK, while MMC is twice that price. The music is totally DRM-ed which means its for only portable devices. You buy the CD, rip it and put music on a MMC card… rinse, repeat.