3D is being used as one of the mechanism to pull audience to theaters. Otherwise people are waiting the movie to come in channels. Since you can't watch 3D in any channels, people may go to theaters.
It is also being used as a specing for many AV components like Blu-ray player, AV Receiver, TV, Media players, projectors etc. Which will invoke a feeling that your current components are obsolete. Makers of these products wanted to show something new in their latest products and trying to justify the cost increase. 3D, HDMI 1.4a, etc can be added as highlight of the product.
Having said that, the projector I am planning to buy is Epson 8000 which is a 3D capable projector, but I am not planning to upgrade by BD Player or AVR to make my setup completely 3D capable at the moment.
If satellite channels start broadcasting sports events and other programmes in 3D, more people will upgrade to 3D.