The content providers are doing their part. In fact, I'd say they are doing it better than the HW providers. The studios have been cranking out a respectable number of titles in 3D. And, sports providers have been doing their part - ESPN and NBC Universal. It's the HW providers with their proprietary and incompatible active 3D technologies requiring expensive and incompatible glasses vs a passive standard that would mean inexpensive glasses that could be used with any display.
And, speaking of glasses, even if they all adopted a passive standard across brands, just the very fact of requiring glasses will keep many people away. The key to mass adoption will be "glassless" 3D. But, until then, they should have worked out an industry standard. For such smart people, they are f-ing idiots.