I think it's a fad but will attract enough buyers to make it just worthwhile for the makers to carry on for the moment at least, just.
It's a bit like DAB radio, not much better or more highly specced than FM with RDS and consumes vastly more power to run, but makers and broadcasters like the BBC will keep on pushing it and bigging it up despite the fact that it's been available for 20-odd tyears and still hasn't taken off.
I see 3D TV in the same way.