First, GPS are hardly "standard on cars and cell phones;" in-car GPS generally cost $1000, while portable ones with big screens will run between $250 and $500. As for the phones, yes most have GPS chips in them to be compliant with e911, but most don't allow mapping. When they do it's generally a service that the phone companies charge, like Verizon @$10/mo. That's not much money, but the service is pretty crappy and slow, and navigating on a cell phone screen isn't exactly ideal. The PSP GPS is $60. That alone is going to open up GPS to a whole range of people who wouldn't otherwise be able to afford it.