My take on it is "fad" as well. The technology has been out for many years. I have a pair of shutter glasses collecting dust somewhere that came with my many-years-ago-whiz-bang Geforce4 card. It was neat to play with, and the games that used it were interesting a few times, but it was soon relegated to the heap of other interesting, but mostly impractical gadgets. The fact that the technology uses (expensive) glasses pretty much tells you that it won't last. I worked in the "glasses free" 3D industry for a few years, and it was pretty much a consensus amongst insiders that the glasses were the thing that prevented the technology from being viable. The "glasses-free" approaches have finally hit the proverbial brick wall, as I predicted long ago they would, so this is literally the only way to do it. It looks like they finally gave in to the approach they always said would fail.
So what we have here is 3D being used as a way to help revitalize the "theater experience" in the age of affordable, high-definition home theater, and now electronics manufacturers are using the only means possible to try to leverage some of that to boost stale TV sales.
Just like shutter glasses didn't change the way we played PC games 10 years ago, I really don't believe they will change the way we watch movies. It may stick around as a "once in a while" feature if it's cheap to implement on the sets, and / or a cheap add-on becomes available, and the glasses go way down in cost. But I just don't think the demand is going to be there for the already huge installed base of large flat panel TV owners to want to upgrade for it. It took 15 years for Hi-Def to really kick in, and there are still a lot of stragglers. This incarnation of 3D technology isn't going to have that kind of staying power.
RandyT