Too bad really that they still apply cell-phone logic to this.
This 'toy' is around 349.99 if you don't buy a cell-phone contract with it. If they wanted to get market penetration, which is important for gaming, they should just sell it at 99.99, reguardless. Then people would possibly buy one just for the games.
Also, because its GSM, any person who bought one just for the games, could in the future put an existing GSM SIM card in and get cell phone functionality.
All this shows is that they don't believe the strength of their product is the games, its the cell-phone, with the games as a 'gimmick' to get you to buy it.