They already did.
A lot of companies entered the game, but none of them can sell headsets with such heavy losses as facebook. None of them have successful all-in-one headset which after sometime facebook has learned is the headset type that sells (not everybody has money for 2k pc).
But that'll be like $899 if we lucky. Occulus Quest is like $300
There's a reason for that. I'm not sure I want to own hardware that facebook is willing to take a $300 + haircut on to get it into my hands.
Facebook also sells the Oculus Quest 2 for business. You need to activate it with a workplace.com account, but the headset no longer requires a personal Facebook account to work.
Incidentally, the business version is also twice as expensive and comes with a yearly $180 support subscription. The price of privacy, I suppose.
They make possibly the best overall VR system on the market currently, and it has been the best on the market for almost 2 years now. I've used the quest also, and there is no substitute for the processing power of an actual computer, not to mention ease of future upgrades via the pc.