Satellite and cable providers alike are rushing to be the first to offer regular and high quality 3D content. Not only because 3D is the potential future of TV, but because fans of 3D are early adopters and likely willing to change providers to get the content they want.
It wasn't far back - just a month or so - that Roku announced a 24/7 Wealth TV feed for their set-top boxes. While Wealth TV isn't the biggest channel out there, the fact that they were able to pull this off was impressive.
Movie studios had a chance to get a piece of Netflix back in the day and they're still smarting from their decision. They're a bit sore about Redbox too, a company that rents their films at what they consider to be absolutely ridiculous prices.