hot new feature in HDTVs is 3D, but just as fast as the products have rolled out, complaints have come in the form of comments and editorials, citing the glasses, dearth of content and lack of interoperability between different manufacturer's TVs and glasses. Nielsen and the Cable & Television Association for Marketing have completed what they claim is the first comprehensive study including exposure to 3DTV content with qualitative focus groups and a quantitative study. Analyst wordplay aside, what Frank Stagliano, Nielsen general manager of TV Primary Research calls a "marketing challenge" becomes apparent with the numbers of consumers saying they are likely to buy a 3DTV in the next year dropping after they experience it and consider the additional cost and limited content, with 57% taking issue with the necessary glasses. Though the same number of people said 3DTV made them feel like part of the action, those kinds of responses explain the hype over glasses free technology, despite its significant limitations. While more people than ever will get the chance to get their eyes on 3D football, tennis and movies this weekend, manufacturers and retailers should prepare for a hard time coaxing consumers to buy in immediately (exclusive content is not helping) with the possible exception of videogamers -- 71% of hardcore and regular gamers were interested in playing in 3D.