I suppose Magic Leap is a good example. No one would buy a silly incremental AR headset, but they will probably buy whatever Magic Leap is working on (provided it is as futuristic as advertised.)
I have my doubts they will ever deliver anything. More likely they have sucked up a lot of investment other companies would have put to better use.
Might be hard to pull off considering they've done live demos to certain investors.
With a refrigerator sized device that they have been unable to miniaturize, and a glass-sized product that is not really any better than Hololens or Meta.