To promote the PS Vita's cross-compatibility with the PS3, Sony will be giving away free content for both platforms.
Those who purchase Hustle Kings for PS Vita will get it for free on the PS3. If you already have it for PS3, then by all means you can download Hustle Kings now for PS Vita.
Pick up a copy of WipEout 2048 and you'll receive the WipEout 2048's DLC for free this coming spring. WipEout HD and WipEout HD Fury will also be free on PS Vita if you've purchased them on PS3.
Finally, Capcom has extended an olive branch too, and will be allowing all DLC purchased for Ultimate Marvel vs. Cacpom 3 for PS3 to be downloadable and compatible with the PS Vita for free.