The reasons being a focus on digital distribution - something that undercuts the brick and mortar retail outlets. Still, bad as those instances may be, Sony expected much worse.
[quote]
“We were very aware of concerns when we went into it and I actually expected a lot more negative responses than we actually got,” PSP UK product manager Claire Backhouse told GI.

“They were really quite fine with it. They see it as a way of getting people into the store because it’s new interest, a new product. And they’ve had such strong sales as well of PSP 3000 almost off the back of it.”</blockquote>

So there you have it; Sony aren't all that bothered really.