Oculus has placed a huge emphasis on comfort, because "presence"- the visceral feeling of being in a virtual space- is so fickle to achieve. While it's not exactly a binary, there-or-not-there kind of thing, presence is a gestalt that's really easy to get kicked out of, and Oculus found that discomfort was one of those things that would reliably inhibit a sense of presence.
They went to incredible lengths to improve the comfort of the device, going as far as designing new manufacturing processes to wrap the Rift in some bespoke fabrics, and designing the straps to eliminate the "ski goggle wobble", and distribute weight evenly across the head.