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It wasn't the vita price. Expensive things sell, look at iPhones. But they didn't make it a must own product by its target demographic and they didn't target the casual demographic enough. I bought two vitas, because I believed in the possibilities it could create, the promise of console quality gaming on the go. But it's a dying market. Look what Sony is doing with the Xperia z3. It'll hook up to a dualshock 4 and stream ps4 games. If Sony will start porting ps2/vita/psp games to their improving mobile market.than they might have something special. This is my hope, considering Sony has already exited the dedicated handheld market.