At this point, the 3d option isnt that much more on a new set, so I would get it. Plus, generally, the sets that offer 3D are the step up models with better features and/or panels than the non 3d sets.
As for the content, ive seen alot of concert type shows, nature shows, tourist shows, discovery type programing, and ESPN has several 3D college football games during the season. Havent seen a NFL game in 3D.
And there are movies. This month they have been doing Green Lantern, Thor, Captain America, and a couple of others.
A good bit of content given there are only 4 channels plus one on demand.
Id like to add that if you have a PS3, you can get additional content that way through the PS store and Vudu.