If you ask me, that is the real story here — realization that there is a glass ceiling to advertising especially as we shift gears and move away from the old desktop advertising ecosystem to a smaller, pocketable ecosystem that is less prone to cheap optimization tricks and is also limited by available attention…

I buy that argument, but Zuck said they don’t plan to make money from selling the Oculus hardware and would use it for advertising and virtual goods. If Facebook is looking for additional revenue streams, I’m not sure they found it.