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I don't know why Vita using only Sony sticks would be that much of a shock considering almost every Sony electronic device uses Sony proprietary sticks or at least favors Sony-only sticks.
Only reason Nintendo hasn't made their own sticks since the memory card days is because none of their plants can make them at the moment and it is cheaper for them to just endorse a card maker than have their own.
Microsoft's reason is they want consoles to become like PCs and since Microsoft controls a lot with the PC market, it wouldn't take much effort to do the same with consoles.
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