Why should anyone care what Sony's rationale is behind the implementation of a proprietary storage medium? At the end of the day they have a product they want to sell. If the product is successful they make a ton of money on it. Conversely, if the product doesn't sell then the problem lies with manufacturer not the consumer. The market obviously could not bare the cost of the memory cards or better yet the demand wasn't there.
Sony only cares about their bottom line as does every corporation. In this case the only people hurt by their policies are their loyal costumers.
Because everyone complaining is trying to explain their rationale behind charging so much. Most people aren't so naive as to think corporations make decisions like this in a unilateral manner. Does Sony want to make money on accessories when console are usually loss leaders? Of course. Does Sony want to make consumers happy, because that means they spend more and the company makes more? Of course. Not everyone is out to stick it to the consumer because they can.
Is there a good VIta info thread here on CAG? Interested in finding out all the good info. For instance do most people have multiple plus accounts for US,EU, and Japan? Is that the reason for having a Japan specific card?