I expect this type of agreement is only indicative of the infancy of the 3D home theater market. Being possibly the biggest release of the year, if the 3D release of Avatar for home enjoyment doesn't convince you to 3D-ize your home experience, then not much else will in the coming months. It seems strange that the most important 3D release of the year (and next) will only be available to certain customers of a specific brand, but being such a new market there needs to be an incentive for a customer to put their foot in the door.
I have neither the money, nor the insatiable desire, for 3D televisions and Blu-rays at the moment, but this deal seems like the industry is ready to make it's big push in the direction of the third dimension and is most likely what could get a customer base founded and growing. Whether it works or not, I'm curious to see.