>I don't know what's going to save its image? Maybe a killer app?

For me they'd save a lot of face if they just opened up their APIs/store to other headsets. They tried to pin down the PC VR HMD market and failed due to Valve/HTC. But they're still trying to become the Steam of VR despite Steam doing the same and having the distinct advantage of already being the Steam of everything else. But there's definitely room for other storefronts out there like GOG and EA's Origin so I don't begrudge them wanting to take that 30% for themselves but let me use whatever HMD I want.