To be fair, there ARE some impressive games running at native resolution.and then people would have been complaining that its a cheap cash-in and not a 'proper' NFS game
I agree though. Lack of native res games is really frustrating. I paid more for my vita because it has a high res screen, and the only thing that really takes advantage of it is the fucking bubbles on the home screens. Its more useful for PSP games than actual vita ones.
Wipeout 2048 looks fantastic and is native, Virtua Tennis 4 was native and 60 fps as was Marvel vs Capcom 3. Ninja Gaiden Sigma is native, though the framerate was dropped to 30. There are plenty of other examples as well.
Unfortunately, a number of high profile releases all stuck with sub-native resolutions. :\