it's not necessarily about who ALREADY owns all the gear required. It's about attracting the consumer base not included in the 38 million current ps3 owners. I will be buying a TV, and a blu-ray player within the next few months, most likely before the new year.
Will I be buying a 3D HDTV and a PS3 combo?? I dunno yet, but with this update, it's certainly tempting.
Well played Sony.
Hopefully they'll come out with a new version of PS3 before christmas that has HDMI v1.4.