Sony's been doing a lot of shit to get more money out of the consumer with the Vita. The lack of built-in memory means you HAVE to buy one of the overpriced memory cards, and the fact that you can only have one PSN account per system means you have to buy multiple systems for each person. If you want to go even deeper in that, the fact that Sony is offering digital versions of retail Vita games for a slightly lower price means that people will probably go out and buy multiple memory cards to hold all those games, thinking that they're saving money by going digital. In actuality, the price of the proprietary is so high that have to buy several dozen games just to break even.