Thought I would start this thread as a proud owner of a 73738. I actually ordered the 73C9 on 5/28/2010 and was shipped the 73738 on 6/1/2010 so I was very fortunate.
Considering the native SbS format feature, I decided to check out ESPN 3D. However, I came to find out that DirecTV did not include the 738/838 EDIDs in their supported list of 3D TV's within their 3D firmware upgrade and decided to only include the 3DA-1 adapter's EDID in order to support all Mitsu DLPs in one fell swoop. Of course, that adapter isn't out yet, so I was left out in the cold...until a post from Casey Bryson caught my eye. Long story short, he thought a Gefen HDMI detective plus unit could trick the D* receiver into believing the TV was a supported one by recording a supported EDID and intercepting the D* signal before it got to the TV. Well, he was right. I had a GHDP shipped to me on 6-12 and took it to Best Buy. I hooked it up to a Samsung True 3D TV and recorded the EDID. Brought it home, hooked it between the receiver and the TV and instantly had the World Cup in 3D.
My setup is a DirecTV HR22/100 receiver hooked into a Gefen HDMI Detective with a Samsung True 3D TV EDID stored on it. That is hooked into the Onkyo R580 (HDMI 1.4a) A/V receiver which is linked into the TV.
Although it is possible D* will support the 738/838 EDIDs in a future firmware update, they may not so I am sticking with the current setup until I hear otherwise. I will probably test it when D* does a firmware update without the GHDP in between to see if they added support.
One of the best features of this series is that the frame packing and top/bottom 3D formats will be natively supported just like checkerboard and SbS is now with a future summer software upgrade meaning an adapter won't be necessary for these models (if D* supports these models and allows the 3D signal without having a GHDP to trick it or if you have a GHDP with a supported EDID).
I look forward to conversing with fellow owners and hope to share ideas, answer questions about the TV and post about the future software update when it arrives and how to get it to your TV (or finding out myself from someone posting here).