Secondly, which is probably the main reason why Sony has decided on using its own memory is for security purposes. To prevent piracy that was so common in the original PSP, these new cards have features to help reduce such criminal activities. Firstly, the cards can’t be used as “mass storage” on computers. They will only sync with a proprietary Sony management program which will be mandatory for all Vita users (it will be Mac and Windows ready).
Even after the explanations, I still don’t think the cards warrant such high prices – unless they are extremely high performance memory cards and would cost just as much if they were regular microSD cards (the cards are said to cost: 4GB: $30, 8GB: $45, 16GB: $70, 32GB: $120). Do you think the Vita memory cards should be priced that high?