Two things.
1) Games.
2) Sports.
Killer apps. I have quite a bit of experience using a 3D system for driving simulation, and when properly set up, it is absolutely, utterly fantastic. If you do it right, it lives up to the most absurd marketing hyperbole.
If you do it right.
That's what they need to do. They need to NOT do demos of content that have old-YouTube level macroblocking so that the football players look like they're encased in sparkling cubes. They need to NOT have out-of-the-box setups be absolutely horrible. And they need to develop a way to deal with differing fields of view, personal eyeball characteristics, and so forth, so people get a consistent experience. Convergence and FOV are absolutely critical to good performance; you can't just slap some glasses on your face and expect it to work well.
I'm guessing that most of the people slating the tech itself haven't ever seen it set up correctly - which is a bit like going to a used car dealer, discovering that all of his cars are junk, and concluding that the automobile is worthless.
Whether the business can do those things, I don't know. I do know that I was a die-hard skeptic, and only tried 3D in the first place because a customer slapped a wad of cash on the table. And damned if it wasn't actually freakin' awesome - to the extent where, for simulation, 2D seems absurd, like using CGA or text mode.
Hopefully it gets worked out.