In a time when a 32GB microSD card costs £8.75 (and can almost certainly be sourced for under £7 in bulk), it pains me to see that mainstream smartphones like the ZTE Grand X or the Samsung Galaxy Ace 2 still come with 4GB of onboard storage with only a fraction of it deemed usable by the user.
It beggars belief that no marketing departments from any of the major phone manufacturers and/or retailers have come up with the idea of bundling a free 32GB card with their handsets in a bid to offer a unique selling point. That extra £7 is likely to be enough to entice customers faced with a plethora of handset options to make a purchasing decision.
Faced with two very similar handsets, extra free storage is an easy way to differentiate your handset from your competitor's. Plus it gives smartphones without a microSD card slot (like the Sony Xperia U) a leg-up compared with those that do, and allows those with already large storage space, (like the 32GB version of the Samsung Galaxy S3) to reach even higher capacities.
Ultimately, with falling prices of flash storage, throwing a 32GB microSD card in a box doesn't cost much and brings real value to the customer.