i think I can say with confidence that the biggest issue with Calibration Discs is the time, effort and money it takes to produce one of these products.
Disney WOW took well over 2 years to produce along with a tremendous effort to get the product to market. It costs a kings ransom not only for design and production ... but for legal, accounting, authoring, licensing, branding, packaging, sales, marketing and distribution as well.
2D Calibration discs already have a tough time with respect to ROI ... especially with products that compete for "free" that are available to Enthusiasts and Professionals. However, there is a large installed base of 2D HDTV Panels and enough people who want a simple user friendly disc with simple instructions that is easy to use to make a 2D Disc potentially profitable. I can assure you this disc was a very expensive and time consuming proposition. I can tell you that if I knew what I knew now, I would not have done it.
However, 3D does not have the benefit of a large installed base of consumers. 3D ... at best ... has a very small Mid single digit percentage of market share right now. A 3D calibration disc would cost even more to produce than a 2D disc and it would also cost more at retail as well. Some folks are already complaining about the cost of the 2D WOW Disc. I cannot imagine what they would say about the cost of a 3D Disc. The marketplace for a 3D Disc to sell a large enough volume to be profitable is simply not there.
Also, I am not convinced 3D will have enough market share / penetration anytime in the near future to warrant the investment. If it is successful, it will be many years before market share reaches the 30% to 40% or so required for a disc to be a viable product at the consumer level. I myself have only One (1) 3D Plasma in my home, in a Guest Bedroom. Everything else is 2D including my home theater. I watched it twice in 3D and have not had the desire to go back and watch any 3D movies since.
As far as an "end all be all" disc is concerned. It is very difficult to please everyone. Albeit, we tried our best with Disney WOW to at least make sure it is great for consumers and enthusiasts as well as a very respectable and useful product for Advanced Enthusiasts & Professionals. This is not an easy task I can assure you...
I think we found a good balance for most Consumers & many Enthusiasts. However, the "Hobbyist" will always want more patterns, tests, and calibration tools than they can actually use. Calibration that require access to Service Menus and the use of $15,000 worth of gear is something I do not even attempt ... despite being ISF Certified myself.
In my opinion, an "end all be all" product would not be a cost effective or desirable product to create. What enthusiasts want ... or think they can use ... is not what a consumer would want or would use on a disc. What a pro would want is altogether different from a consumer or enthusiast disc.
I believe that Consumers would find more advanced pattens and topics confusing and complicated. There is no reason for a Consumer to be looking at ... much less dealing with ... advanced test patterns that require meters or anything that require adjustment of more advanced controls using very expensive gear. That is best left to the professionals.
I for one, support & promote professional calibration for all those who have great HTDV Displays and can afford the cost. That last bit of performance and perfection is noticeable to most people on a superior display.
Bottom Line - These discs are VERY expensive to create, design, and produce ... or at least produce well ... and they are also expensive to QC properly and to package, manufacture, market, sell and distribute. If others are working on a 3D disc, more power to them. I will be sure to buy one when it comes out...
NOTE: I am not sure if this was off topic or not, but I felt compelled as a Producer / Director of Calibration Discs to add my 2 cents in response to a few recent posts. Sorry if I hijacked the thread or if I was off topic, that was not my intention by any means. I just want to shed light on the subject from a different perspective.