Its hard to beleive, there are people who would rather pick up the phone and order something rather than deal with the web
And while in theory every SIM should work in every phone, having one place to complain if there is a problem is worth it to some people. After all, that's how IBM stayed in business all those years ago.
I bought my Swiss SIM from them because I needed it a fixed amount of time (i.e. before I left). It took me nearly a month to get my Riiing SIM from that guy in Germany on eBay. The guy stopped answering my emails after a while (I was being a pest). Being able to call somebody, get a tracking number, etc. etc. has a value -- and a cost.
And they are much less a rip off then those folks who rent you an old phone for more than you buy it