First off, what brand TV are you looking at? What is your budget? What size tv fits your room?
The reason that these questions are important is because that will determine what I suggest to you. I also don't know prices if you are in fact in Switzerland.
3D is "worth" it in my opinion, but that is also because I didn't go out of my way to buy 3d, I went out and looked for the best possible picture quality I can get for my budget and size I needed. 3d was a bonus, and I ignored it for the first few months (mine did not come with glasses), after Christmas I had a gift card to Amazon so I ordered 2 pairs of glasses (at $70 each
). The 3d is great and adds something fun to movie night, content is pricey at the moment for 3d blurays unless you catch good sales (I think I have 14 3d blurays and haven't paid more than $20 for any of them).
Back to your situation - lets say you wanted the best quality Samsung, Sony, Panasonic TV - not for 3d, but for the best picture you can get. Guess what, you are getting a 3d TV because they come with it. Just this past weekend the Samsung 55" D8000 + 3d bluray player + 4 pairs of glasses was $2000 at Best Buy.
As for passive vs active - its certainly a matter of opinion, I checked out an LG this weekend (passive) and it was tough to see 3d at all. The real benefit to passive is how cheap the glasses are (like 6 for $20). Active glasses are usually around $50 a pair (some less, some more).
Long story short, when looking at new TVs you should be looking for the best picture quality available (within budget) first - then look at the extras like 3d, web apps because that stuff will come 2nd to just normal TV watching.