I think it's interesting to compare and contrast Sony's approach to promoting the PS Vita as opposed to how it promoted the PS3 and PSP when they launched.
With PSP and especially with PS3, Sony was all about the hyperbole, trying to talk them up as "the ultimate gaming devices." The PS3 was said to be so amazing "you'll work longer hours just to own one." Sony claimed "the next generation only starts when we say it does." And of course, there was "power of the Cell", a CPU so powerful, it was claimed, that it would enable such feats as dual-1080p HD gaming with lifelike graphics (remember the target render trailers for games like MotorStorm?) And of course, there was the launch price: $600 for the PS3, a price Sony clearly expected people to pay with enthusiasm given how much they'd talked it up.
With the PS Vita, I haven't seen that much hyperbole from Sony. Yes, they are excited about the device, as well they should be. But there hasn't been any breathless gushing over the CPU or GPU. They haven't made any crazy claims like "this is the only real portable gaming system" nor have they talked-down their competition. They've kept it straight-laced; "this is the system, here are its features."
I think it's refreshing to see Sony take this newer, humbler approach, especially since the device is actually pretty damn good. It hits all the right notes to provide a compelling, unique portable gaming experience, in a way that neither smartphones nor the 3DS can match. It's got a great mix of titles at launch. The hardware has some flaws, but one can get used to them. And it has enough non-gaming features to make it a good all-around portable entertainment system.
So kudos to Sony. I think the PS Vita has really good prospects, and I think Sony has hit the right tone promoting it.