Or they give up on 30" like I did. After trying a Dell 3007-HC, I returned it and went for a nice high quality sRGB 24" screen, rather than deal with wide gamut grief. I'll take quality over quantity any day.
I was looking for 30" of real-estate and my eyes haven't had problems with wide gamut so the U3011 was a no-brainer. It's all down to personal preference I guess.