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My feeling is that it's a waste.
A digital file, by definition, doesn't need a physical package to be transported. Putting it into a physical package, in order to allow it to be manufactured, shipped and driven about, stored on shelves, just so someone can have an object to fit in their hand (and which can also be lost) is being contrary to the product itself.
The storage size of an e-book, even an audiobook, is going to be so small as to barely fill the smallest SD cards... and you'll still have to add the cost of the card onto the product. Then you're looking at customers downloading the contents of the SD card to their device and, having no further use for such a small-storage card, likely landfilling it. Where's the sense in all that?
So I would toss the idea of tying e-books in any format to a physical media. A better solution would be a kiosk at the store that would allow customers to download their purchases on the spot, or have them e-mailed to an account that their devices could access. You want something personal? Send the books from a personalized e-mail address with a custom signature.
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