Confused,
That particular site uses that same "product illustration" photo for almost all of the MS products it sells in CD-only form. Just click any product link on this page http://www.edirectsoftware.com/microsoft.php then choose the CD-only product on the subsequent page and you'll see it's the same picture of the same two Volume Licensing CDs.
Their fine print says these are "Not For Resale" CDs. NFRs are fully functional programs that are intended by manufacturers to be given to partners and associates for product demonstration purposes.
The reason why Volume Licensing editions of XP should not be sold to average consumers is that they are upgrade-only licenses. Typically, they are abused in the consumer realm because they are installed on computers as the only license, which is a violation of the EULA.