Sony’s UK gaming division has released its guidance for how much UK shops should charge for PS Vita games, with an incredibly optimistic £44.99 attached to the Vita version of Uncharted. That squelching sound you can hear is the early adopters being milked.

At least Sony appears to be showing some self-awareness about which launch games are good and which ones are bad, though, and is pricing them accordingly — those who would rather buy Reality Fighters than Uncharted can pick it up for £24.99 when PS Vita launches here on February 22nd.

The middle-of-the-road price for first-party PS Vita games is £34.99, which is what the likes of ModNation Racers: Road Trip and WipEout 2048 will have on their labels. But in the wake of Rockstar’s decision to discount the mobile version of GTA III to less than a couple of quid, even that seems rather crazy.

As do prices for PS Vita memory cards, which start at £17.99 for a 4GB option, up to £44.99 for a 16GB one. And no, there isn’t one in the box. That’s not how Sony does things. [Sony EU via Techradar]