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Finally? Uh they aren't announcing Sony finally getting involved in 3D. They are just announcing a new joint venture that Sony is a part of. BTW Sony is the only company that is involved in all aspects of the 3D bandwagon, which is manufacturing the hardware, producing the content, and providing the content. So to say THEY are the company that needs some serious work to be an industry leader is a little ignorant as they are one of, if not, the company that is putting the most eggs inside the 3D basket and has been doing so for some time now.