Sorry for the confusion. When people in store scan the barcode of the sim it will show the default price of $19 for a sim that has been loaded into our system. They will then ask you a couple of qualifying questions and you can then receive the sim for $0.
So - I can confirm that Semble sims are $0.
I've been in contact with the store and left them a message and will pass this example on to our m-commerce Manager who looks after Semble. Hopefully we'll get more info out to stores again reminding them about it.
Cheers for the feedback and again sorry for the confusion. Hope you get to try Semble out soon.