A rising tide lifts all boats... The amount of people going to the shops and picking up 2DS and/ or Pokemon that week means there are more people in those shops seeing the new PS Vita, which means the strength of the 2DS/ Pokemon launch will actually increase sales of other products as well, due to the increased foot traffic.
It's natural Sony would exploit that.

The Screamapillar is easily identified by its constant screaming—it even screams in its sleep. The Screamapillar is the favorite food of everything, is sexually attracted to fire, and needs constant reassurance or it will die.
















