Sony BMG can’t possibly be serious about wanting to sell DRM-free albums. The only explanation for their hare-brained scheme is that they want to be able to say that they’re dropping DRM without actually doing it.
To download one of their DRM-free albums (no individual tracks are avaialble), you need to go to a store, buy a card for a specific album, and then go home and enter the PIN from that card to actually download the album. Not all of their music will be available that way, only a select group of 37 albums.
Of course you could just buy a CD as long as you’re going to the store and rip it when you get home, although the RIAA considers that illegal.