Benchmark Reviews: To most people, the sudden industry interest in 3D technology is considered a fad. It's an eccentric marketing ploy for the fringe enthusiast, merely feeding a niche market. It's too expensive, or it's too immature, or it's too proprietary. If this has you believing the skeptics and naysayers, then 3D technology is already doomed to fail. Fortunately for entertainment enthusiasts there's a difference between pessimism and reality, and I'll use this editorial to explore the very real possibility that we'll soon live in a world based around 3D technology. Some optimists believe that 3D is already on its way to being a mainstream technology, but realists should expect it to come in phases, based on supply and product demand. I think it will begin with 3D cameras, and their byproducts: 3D photos and 3D video.