This seems like a good initiative. It most probably would lower the prices of 3D glasses and hopefully could bring exclusive Blu-ray releases (packed with a pair of glasses of a particular brand) to an end.
It's about time, but I'd rather see the effort expended on making passive glasses technology that can display full 1080p. Batteries can be made lighter, as can the materials for the glasses themselves, but when an obvious solution is staring you right in the face, why not try that instead?