Is this why the Japanese aren't buying the Vita?

Cultural differences aside, I'm not sure anyone gets this as a promotional concept? It stars Japanese pro wrestler, Antonio Inoki but doesn't do a whole lot of the Vita. It links into a promo site, which is selling all three Sony products, but again - why? With sales at just 4,000 a week and no games coming this doesn't strike me as the best way to sell a console.