They probably take note that most people who would want a HD TV will likely already have one (I made this up but doubt it's far from true) and therefore they need another reason to make people fork out for something else. Sony even say in their promo that they're going to convince people that they need 3D. I can't remember the exact words, but they do say it. That's just how it works unfortunately. Just "don't believe the hype" - you'll get along just fine in life without it.