And finally - it's also question of design / ergonomics - I personally find the official Sony (BT) headset not only ugly, cheap made and overpriced but mainly very uncomfortable - comparing let's say to whole mid and high range Jabra headsets, which you can wear the whole day without even noticing them etc.
At least the new stereo headset (despite it's a bit controversary design) is much more comfortable to wear but still it's cheap plasticy gimmic more than proper headset and this blue LED on the end of the retractable mic boom? - meh! That mic will also not last long - again cheap product marketed at high price. It's a shame really - especially from Sony who make the whole range of not that bad audio products. But again - money is only at first place here, right?
So - bottom line - there will be demand for such product and - hopefully - for those, who can't play on console without "PC Controls" it would another step in the right direction.
Well - that would be the same situation like with official Sony headsets - both first bluetooth one as well as recently released stereo / surround one. There will be some additional support in FW I suppose (like on screen icons / status display etc.), official support of game developers etc. But - as with the headsets - the benefits is up to everyone to decide if they'll be worth the price tag. Also - as usually - Sony came with all this years after plenty of 3rd party products but on other hand there is always market for products like this as normal average Joes will see an "official" products and throw their wallet at the table ...