Why exactly doesn't Sony drop the price of Vita memory cards?

[Cj2i3]

ps3-sales! said:

Cj2i3 said:
Got to make money on the vita somehow, software isn't doing the trick.

That's the thing. If I'm your everyday gamer, and see an $80 memory card when the same thing is available on a competitor's handheld (3ds) for less than half of that price, plus the system itself is $60 less, what am I going to choose?

I mean the 3DS would probably be the answer that's a 100 dollars difference, so idk what to think I like Sony's IP's Killzone MC, Uncharted GA and LBP Vita all look nice but if I was to get a handheld I'd be more inclined to get a 3DS for price and a plethora of quality software.