Vive is massively outselling the Rift. Considering Oculus were first to market (in the sense that the dev kits were openly sold), and considering that they ostensibly have the backing of Facebook, that seems like a bad sign.
And given this, it's concerning (to me) that they're now seemingly shifting resources to AR.
And as I said before, AR and VR's uses don't overlap. So it isn't like they need to get a foothold in AR to stay relevant.