MobileMe is Now Digital Only, No More Boxes

"Apple today notified resellers that it has discontinued the retail box version of MobileMe, shifting entirely to digital sales. Existing stocks of boxed MobileMe can continue to be sold while their supplies last."

Well, you can still pick it up in a box as long as supplies last, but once those are gone it will be digital only for the MobileMe service. The box only contained a card with an activation code in it anyway, so it was mainly there for visibility purposes, but it does make one wonder what is going on since now they have discontinued the online sales of the service as well (I just did a search and came up with nothing on the Apple Store). I can't see them discontinuing it, so why make it so difficult to buy unless you are going to be offering it for free? What are your thoughts?