If you haven't noticed, 3D is going to be big in 2010. Not at Philips though, at least not yet. Instead of charging in to the market like Sony, Philips is willing to hedge its bets and wait on consumer demand. Consumers, of course, are waiting for content. And hey, maybe everybody's wrong and quad-HD will be the next big thing to drive TV sales. Regardless, Philips wants everyone to know that its technology is ready when you are so its got a 3D prototype Blu-ray player and stunning 3D version of its 56-inch Cinema 21:9 TV here at IFA in Berlin. While the idea of watching movies in 3D sounds like a novelty, the idea of gaming in 3D is downright compelling -- awkward passive polarized glasses be damned!