VEFXi Does 2D to 3D
VEFXi is a new company (to us at least) with a plan to convert 2D to 3D on your 3D HDTV set. You say your set can already to this. as most can? But not quite like this, as VEFXi clearly demonstrated with its 3D-Bee Diamond ($699); It was the most convincing conversion I've yet seen, producing a a convincing illusion of 3D popping out of the set rather than existing mostly behind the screen's frame.
The company is also working on a glasses-free 3D solution, the 3D-Bee Ultimate, but the demo showed that this still needs work to produce an acceptable, artifact-free picture.