I'm not a big fan of the 3d-technology. I'm wearing glasses and having to put on those 3d-glasses over my own... it's uncomfortable and causes headache. So, I've been really looking forward to seeing the Hobbit (and Star Trek, of course, in May) but my enthusiasm has waned quite a bit now.
One reason for HFR is to lessen discomfort in viewing 3D. The higher frame rate is supposed to be easier on the eyes.