Travel Technology - Anyone have experience with Cellular Abroad

I'm shopping for a SIM chip for use in Europe and came across a review of Cellular Abroad in a Rudy Maxa blog. Basically, Cellular Abroad cells one SIM chip usable in many countries with free incoming calls and outbound calls at 90 cents/minute.

While the service is pricier that most, I'm wondering if the utility of not having to buy a new SIM chip each time you cross borders is worth the cost and if Cellular Abroad provides a decent service.

Thanks for your help.