problem here is they really just don't know what to do with Vita or how they market it (and for what audience),this ad for an example will do nothing for anyone.
I think technology is mature enough to sell handhelds like complements to home consoles. I mean, I love handhelds (never bought one before the DS Lite, from then on I got PSP, Vita and 3DS). I never brought it with me out of my house, not even once.
I don't buy handhelds for portability but because I like to relax on my bed and play exclusive games I can't get on home consoles. They really should market this concept, not this phantomatical "hardcore gaming on the go", it's actually nonsense imho. Also, stop marketing Vita like an hip thing, it's not. Casuals aren't gonna spend this kind of money on a dedicated gaming machine when their phones will let them play angry birds, gamers looking for quality games not available on home consoles are the target. Wii U sales are showing the world that the casual gaming bubble burst badly.