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supercat said:

Also, keep in mind that Sony probably wants to do something just like Blu-ray, to make money off of the intellectual property. If this takes off, Sony will be getting royalties from TV makers using the 3D technology, and from studios putting 3d content on their movies.

I think that this is a fabulous idea, that like Blu-ray will take a long time to get popular. I know that Sony can do it, and look forward to more good things to my favorite company.

I agree.  New technology rarely takes off on day one.  You have to be patient the first few years and be ready to take some losses before mass adoption can happen.  The DVD format didn't supplant VHS as the primary mainstream media format until 3-4 years into its life cycle.  The mainstream audience tends to wait and see how well a new technology works until they're ready to switch over.  If I know this, you can bet Sony knows that.  If you're shooting for mainstream adoption 2-3 years from now, then now is the right time to introduce the technology so that consumers have a chance to see how it works.