Well, why are we calling it soap?
As I see things, I think that we got used in calling soaps stuff that we need to load with a brush and creams stuff that we might need to smear on our face or on the brush.
I can't tell. They are calling Cella a cream too. As far as consistency goes, they feel like creams. I mean, there are cosmetic creams that are harder than my shaving soaps.
To be honest, I wouldn't go so crazy for I Coloniali being discontinued. Williams is got discontinued too, like 4 years ago, and again last year. But they probably had few thousand pucks laying around. People were buying buckets of that stuff when the rumor got out. The guy that had the idea to "discontinue" Williams should get an award.
Palmolive got "discontinued" too in the UK, as far as I can remember. Few months, a year ago.
I know that I Coloniali was doing pretty good. At least, there were people buying it, and it was getting good reviews. They might come with a different package, they might want to sell their terracotta things faster, maybe they have some creams that want to get rid of, who knows... I think that they will keep making and selling shaving soap at some point.