Until a few days ago it wasn't possible to buy a SpeakOut SIM without also buying a phone and airtime, at least not from a 7-Eleven store. You can now
buy SIMs for SpeakOut at 7-11 stores for $10. Add $25 for airtime and you have phone service in Canada on the Rogers network using an unlocked 850/1900 GSM handset.
You can now also purchase airtime online to
Top Up Your Account. You need to have an existing SIM (and thus phone number) as well as pay by credit card.
Currently there's no way to buy the SIMs online other than via eBay or other third parties.
For more information:
SpeakOut? 7-Eleven® Canada | Prepaid Mobile Phone Service and
The Unofficial 7-Eleven Speak Out Wireless Canada Consumer Page