A Sony exec has admitted that 3D is failing to persuade shoppers to part with their cash, conceding that the third dimension is "not hugely important at this time."
In an interview with Eurogamer, Sony's UK chief Fergal Gara said, "Wearing the glasses and consuming 3D in that way in the home isn't hugely popular. That's just a fact."
As to why 3D isn't winning over the home cinema masses, Gara ruminates that the fiddly, expensive glasses could be the barrier stopping people buying 3D kit.
"The glasses will certainly be a big part of the hassle factor," Gara says, going on to suggest that there may be a bigger gap between casual and hardcore viewers than Sony first thought.
"In the home people tune in and out a bit", Gara says, "and doing that with glasses on and glancing at your tablet or pausing for a bit, compared to the cinema experience which is a solely focused experience, you know there is a difference emerging there."
His words are a change from Sony's usual 3D-centric viewpoint. The Japanese tech giant never normally misses an opportunity to wallop us about the chops with its 3D technology -- as well as sticking 3D in cinemas and TVs, it has a 3D PlayStation monitor and the quirky Personal 3D Viewer.
One problem with Sony's 3D offering could be that it's always used active-shutter specs with its tellies, as opposed to the passive option preferred by LG. Active-shutter specs are a lot more expensive, so equipping a whole family can be a pricey business.
Are you a 3D fan? Or are you glad that Sony seems to be giving up on the dimension-invading technology? Tell me in the comments or on our Facebook wall.