Sony has opened up a referral program in which US residents can register and refer their friends, and for each successful PlayStation Vita purchase, they'll receive a $20 PlayStation Network card and 1,000 Sony Rewards points (valued at $10).
Up to 10 completed referrals can be made, and those referred will also get a $20 PSN Card for their friendly efforts. Additionally, the person who convinces the most people to buy the handheld system will win one million Sony Rewards points ($10,000 value). This could get out of hand.
If I were a more cynical person, I'd be looking at this initiative in an entirely different light, given the sales of the Vita thus far. One of you commenters can do the job for me, if someone's got to say it outright, but really, the writing is on the wall.