From the PlanetPSX feature article:
"As I write this, I am currently an employed associate of the electronics department at Wal-Mart. Why does that matter you ask? Well as an employee of any retail of any department, one needs to know or have experience with their products. With that in mind, the PS Vita is a fairly new piece of gaming technology. Researching on the internet, going into forums and even going to other stores outside of work made me realize that the Vita isn’t for the casual gamer. First I’d like to say that is odd, considering it’s definitely marketed towards the casual consumer."