What is "gruvi"

Gruvi was a short-lived memory card format compatible with microSD developed by Sandisk in 2006. The cards were intended for the distribution of music and videos, and had a variety of special Digital rights management features including the ability to pre-load content that could be 'unlocked' at a later date. The little cards featured a picture of the artist whose music was pre-loaded onto the card. Only a handful of Gruvi cards were ever released, one of them was the album A Bigger Bang by the Rolling Stones.