Aside from sitting around inventing names for new technologies - Quattron, Aquos, Quincy ME (probably) - Sharp boffins have devised something for their 3D TV technology that's unique as far as Pocket-lint is concerned.
The new tech is actually in the glasses themselves, which match the manufacturer's new Aquos Quattron 60-inch 3D TV, and allows them to downconvert 3D pictures back to 2D. Brilliant.
Before you go "eh?", the explanation Sharp gave us makes complete sense: If you're sat in a room with the whole family, and they've put on a 3D Blu-ray copy of, say, Cloudy with a Chance of Meatballs, but you either a) are suffering with a headache, or b) are one of the 10 per cent of the population with a sight problem that renders 3D unwatchable, you can still watch the same movie, but with the 3D downconverted to 2D. Same film, different experience.
The only other alternatives are to leave the room or watch a screen (without glasses) that looks fuzzy and disjointed.
The mode can be switched off and on with the press of a button, so should you experience eye strain, or other symptoms that can appear during poorly rendered 3D content, you can just flick onto 2D until the problems subside.
See, it may sound loony, but we're converts to the thinking. Downconverts, if you like.
Bonkers? Let us know what you think below...