The fight between the active shutter glasses 3D technology favored by TV manufacturers like Samsung, Panasonic and Sony against the Film Pattern Retarder (FPR) passive glasses 3D technology being pushed by LG got uglier this week. The Wall Street Journal points out LG's print ads currently running in Korea (they could be running here already, but we'd have to read physical magazines or newspapers to know for sure) claim that unlike the competition, it will work even when viewers lay down on their sides, though the effect may be slightly weakened. Samsung responded by citing experts recommending keeping your head horizontal to watch 3D since the cameras used to film it are aligned horizontally, and an executive apparently called LG's engineers "stupid" at a press conference, although reports of a "yo mama so fat" diss could not be confirmed.

Of course, since these are the world's two biggest TV manufacturers, they sell to end users and other manufacturers like Sony, which Reuters reports LG is waiting to hear from about using its technology in the future. Sony and Samsung are already tight when it comes to LCD manufacturing but it's obvious LG is looking for a few more friends to line up alongside Vizio, Toshiba and Philips (which just announced its latest displays using active and passive glasses.) But back to the end users for a moment, if anyone's going to buy any of these 3DTVs, it may be wise to start selling consumers on why the feature is worthwhile at all and pointing out the growing amount of content -- this week's Big East basketball tournament, Killzone 3, the NBA Finals or Blu-ray 3D releases like Tron: Legacy -- before folks decide just waiting for 4D would be the wisest choice.

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LG woos Sony while it battles with Samsung over which 3D is best