Proprietary Memory Sucks.
Gamestop released the prices for Vita Memory Cards, and the prices aren’t that sexy. I mean they might be small and pretty, but 120 dollars for a 32 gig card? That’s outrageous! On Amazon.com right now you can buy a 32 Gig SD card for $36!
Possible reasons why they cost more?
There might be some special reason, like write and read rate, there will be a lot of data going though these little cards at a quick pace, so you don’t want to have future games bogged down by a slow transfer rate (pop in sucks yo). Perhaps they didn’t have enough room for a regular SD card in the PSVita and had to make a smaller version so it would fit inside safely.