I'm curious too, I'm betting you can at least view the items in 3d which will be awesome because you'll see what it looks like as well as the stats. Rather than picking it up, noticing it looks like crap and dropping it. Which really isn't a dramatic difference. That's all an guess though.
That's something I was wondering, if we could view them in 3D on the container before picking them up, would be much cooler than just seeing their logo. (Meaning I'd also see items in full 3D I very rarely do, such as a lot of quest items and keys, things like that.)