For some BluRay players, can't they just offer up a firmware download? And yes most newer BluRay players have that feature. The PS3 is doing it. That's for TV programming, we still don't have every channel as HD yet. Hell, even HD satellites aren't able to broadcast 1080p yet. The image at the beginning is extremely misleading. 3D will definitely be somewhat of a niche, but a pretty awesome niche if you ask me.