Sony already tried marketing the PSP in this way (to combat the smartphone problem) with the Marcus TV ads. Remember these? These are basically exactly what people want Sony to do:
http://www.youtube.com/watch?v=UqgEify4DOU
And these did get a good push by Sony.
But it also sadly highlights the only audience Sony can rely on -- that awkard market of the kid who feels he too "cool" for Nintendo but not old enough yet to drive a car and get out of the house on his own.
That's basically Sony's audience for handhelds in North America, and it's very, very narrow. 12-14 year old boys. By the time kids get to 15/16, playing handhelds in public ... nuh uh. Not happening. All about playing their PS/XBox at home. If they're leaving the house it's to hang out with friends and be social.
