May help combat theft...
This could be quite attractive to the operators as it means that the SIM would be presumably non-replaceable and a single entity (Gemalto) would be responsible for blocking of the integrated SIM's, this would make it difficult to resell a handset that had been stolen as it would be blocked from attaching to any network, given that Gemalto knows the Physical SIM within the handset relates directly to a stolen handset, not matter where it is, anywhere in the world.
The inability to connect to a network also prevents activation and therefore makes the device about as much use as a paperweight until returned to the operator or Apple who are the only people who have the facility to ask Gemalto to release the lock out.
It will be interesting to see how iTunes would manage transfer of a Network SIM identity from one handset to another in the event that a handset is swapped out due to fault or theft.
I might also suggest that in the case of a roaming user, the Integrated Gemalto SIM might have the concept of virtual SIM's that could be set up for a roaming user, so that when the user enters another country and the handset identifies it's location using GPS, the handset could automatically use a Network SIM identity that the user has set up for that country and the user gets billed at a local rate by the local network.