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I think it has to do with the Numbering i remember when microsoft was asked why they choose Xbox 360 over calling it xbox 2.. their response was, it is the general consumer who are not into gaming and want to purchase a console for their kid.. so on the shelf they see a playstation 3 and xbox 2 , so they automatically assume that higher number is better. Honestly this reason make sense, So I think it was same with vita as it came along side 3DS which was bascially DS2, so i guess they had the same fear as MS, but at the end of the day it back fired in a big way.