In all seriousness nVidia has been pushing 3D technology for years and now the general consumer electronics industry has said- 'you know what nVidia, you were right!' and nVidia is out of line for making a product targetting the segment they have spent years promoting? Seriously? AV enthusiast's platform of choice is shifting over to a technology they have been working on pushing for years. Like it or not, this is a *HUGE* win for nVidia's technology. Personally, I don't like 3D tech as they do it and I never have(you can check my posting history)- it gives me a headache. That said, they have every major electronics manufacturer and almost every major studio now behind the technology they have been developing and pushing for years. Them releasing a product based around that technology seems to be an absolute no brainer. If you don't like it, like me, don't buy it. To say that they are only relying on a technology they dragged into the mainstream is out of line IMO.