pbroy on 15 February 2012
It's the First Edition Bundle from Amazon. One week early release:
http://www.amazon.com/gp/product/B005IMVP0O/ref=oh_o05_s00_i00_details
You are right, It is packaged just like a cell phone. Something that AT&T would do. Vita does run off of AT&T's network, so maybe they had something to do with the packaging.. 
