Companies may develop experiences analogous to a Second Life, or Roblox, or World of Warcraft, or any other popular MMO (made more immersive by the VR medium), but I doubt they will have any further reach than those. At least I don't know why they would, anyway. To be fair, those games are successful and make lots of money, but compared to Facebook's current business they are a niche concern. So their enthusiasm seems misplaced to me.
Plus, VRChat already exists.