There is a good guy in the space already it's Valve. The Index was good, and there are rumors that they are developing their own standalone VR headset (search "Deckard") which would theoretically compete directly with Quest 2.
I wish them to succeed, but wouldn't count on it until we have actual release info.
It actually reminds me that Sony is rumored to release a Playstation VR2, which might be an interesting, though not standalone, as the PSVR 1 was decently good.
Also, I only realized while checking Valve's headset that HTC had a consumer grade headset gone public yesterday, though it doesn't have controllers and its future is a bit murky at this point.
I don’t know if Valve will be able to get down in price. For instance their Steam Deck which is in the 400+$ range for a handheld, when Nintendo went with lower specs but also lower price. Valve doesn’t seem that interested in that strategy.