While TV manufacturers continue to foist 3D upon the public, it appears that it will continue to be met with a shrug of indifference from consumers.
It's not like we've been saying it all along or anything.
Informa Telecoms and Media has forecast that, despite considerable efforts to convince the public to part with a wad of cash for a 3D enabled set, it looks like a scant few are actually going to be using such features.
In fact, fewer than half of the 11 million 3D-ready tellies expected to be in UK homes will be ‘active’ users of the technology.
This is compared with 90 percent of homes last year which were actively using their 3D functionality.
But for early adopters who have splashed a month’s wages on a new TV they are definitely going to make sure they use it, even if that does mean watching Avatar three times a week for a year.
And that is where the problem lies.
While 3D may be good for big events, or bad depending on who you listen to, with the BBC trying out Wimbledon in 3D, it is the dearth of other appropriate material that makes it less than vital in all homes.
And even as more content does become available, it doesn’t seem that it is likely to catch the attention of the nation.
For example, how many Corrie fans are dying to know what Betty’s famous hotpot looks like in three dimensions?
Analyst Adam Thomas at Informa sums this up saying that due to both a lack of content and a simple failure of the public to engage, the public response has been mixed.
Despite this, manufacturers are still intent on convincing us that we all need 3D in our lives, and indeed in our living rooms. It's profitable, you see.
According to Informa one in three home will have a 3D set by 2016.
So the situation will be: people who have no interest in 3D will purchase and own an enabled telly while the glasses remain down the back of the sofa.
Informa says a change in strategy has occurred among electronics firms which will stop 3D being talked up as a natural successor to HD and 1080p HD.
Instead 3D will be presented as a feature that should be purchased in order to future-proof a new purchase, hinting at an environment where 3D is a must have.
And as display expert at Meko Bob Raikes has told us in the past, future proofing is something that is of prime importance to a consumer on the look out for a new telly.
But for now 3D is likely to take a back seat in terms of being a unique selling point, and will be viewed as a feature like LED backlighting or internet access rather than as an overall enhancement.