So, if you want a higher capacity memory card, you better buy it before you even turn on your console, it seems. I understand that Sony is trying to protect their console, but if someone were to lose or break their card, what happens then?
The content isn't restricted to the memory card, the account is. I would assume you can still backup whatever is on the current memory card, then restore it to the new one.
EDIT: Also, say a card breaks, the person is already screwed with saved games if they didn't back them up, but you can still redownload/restore content to the new memory card.
EDIT2: Err, to clear something up, the content is of course restricted to the account, but you can still back it up/redownload it to new memory cards. Ugh, terrible wording >.>
Sucks for people who use one memory card for 2 different accounts. If you have 2 accounts and a memory card for both, you can switch accounts still when you switch accounts.