3D television sets are not cheap, but that doesn't worry Sony. Scott Rhode told Industry Gamers that:
"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."
"We're not worried about quick adoption rate. We're driving people to adopt period," he added. Then again, he'd say that, wouldn't he?