From The Verge:
According to a Sony representative speaking to Wired, "if a second person is using your Vita, it’s not just a case of switching out memory cards, it’s clearing out all of your saved data on the Vita itself when you do the factory reset."
Because letting a friend quickly borrow a Vita to play with, customize and experience wouldnâ€™t be good advertising at all. No way.
Just Kevin Butler. Butler all the way. He knows how to make new hardware crazy popular.