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At least Sony is trying similar strategy out like it did w/ Blu-ray, to spread the wealth and give the different companies a piece of the pie. Its going to let somebody else make the glasses, sell the software to give the games the 3-D effect, etc. The other thing that bodes well for Sony is that the newer OLED TVs will be mabey 30% cheaper than the current LCD HDTVs by 2018. The lower price will really help 3-D catch on, because people won't have to pay a premium for the technology. So, this is going to have a much more diversified way of business than, say Natal will, the only company to profit would be MS. The developers would get their normal share. Who else can benefit, if it catches on?

For technical kinds of companies especially, you need to get some support on board before you can even think about making a product a standard which both MS/Sony want very badly to do.