@TN. I know how digital sales work which is why I brought in the Apple comparison, retailers make jack out of that. However it's going to head in the direction of digital sales for consoles as well. It's inevitable that sales will hit the digital side more.
That's also why I said that I've observed reports, insider talk and other that Sony seems to have had extended discussions with specific retailers who now seem to be selling digital content in their stores albeit mostly first party titles. Also why I brought up that they could have a discussion to sell codes for these products which can be redeemed at the store. This would be interesting because there's bound to be a markup. We're already aware that Vita games are priced at the same ceiling as 3DS games i.e. 39.99 USD to £34.99 most likely out here. That would mean the physical products would RRP for £34.99. They could sell codes for the digital items for £26.25 where they'd give the retailer wiggle room for the cut. Consider that proprietary flash carts are more expensive generally to print out rather than just digital which would account for bandwidth costs. In the case of third party dls they could waiver bandwidth costs for the first x downloads (likely close to 50k) and reduce costs to give them incentive (although this would be for later). It would explain why digital sales are currently cheaper for the vita than physical. It's not like they'd keep the same cut percentage for both physical and retail. We already have plenty of other products where retailers barely get anything, just take a look at the gift voucher sections. In the long run, they'd not be against this because this way they can play more on the digital front. of course this isn't beneficial to third parties too much. Not to mention out here they do sort of devalue money because the £25 PSN cards and £39.99 13 month live subs are post consumer VAT prices and that's how they can afford to sell it for a tiny bit cheaper usually.
The gift thing I mentioned was separate from this, it's mostly to do with being able to purchase codes and gift for digital only titles from the store itself or purchase as gift option that you'd come across when you check out from stores like steam, gamersgate etc. It's not a bad thing to have on the console space. On steam it's mostly there so people can take advantage of regional pricing issues or titles such as saints row which are held back on steam but present (will be directly purchasable at a later date, currently only redeemable).