Sony bekymrer sig ikke over, at det kommer til at koste forbrugerene en formue at opgradere sine fjernsyn til 3D, for at kunne se 3D-film eller spil. I stedet sammenligner Sonys Scott Rhode overgangen med den vi også så med DVD til Blu-Ray.
"The best thing I can relate this to is the Blu-ray launch. I think this is like a rewind for me, a lot of the same questions, where people were saying, 'I've got a huge DVD collection; why would I upgrade to a new type of media?' And someone has to push it out there to show it's a superior technology and to show that it can achieve widespread adoption over time," fortæller Rhode til Industry Gamers.
Og han afslutter:
"We're not worried about quick adoption rate. We're driving people to adopt period,".