You don’t necessarily get to pick being in a profitable location writing the software that connects it all even if you are Microsoft.

HoloLens has gotten a lot of criticism for cost and image quality, but it is a much more relevant brand than ‘windows mixed reality’ which is a (1) a whole lot of nothing and (2) associated with direct-to-landfill hardware.

I hate to praise Facebook but at least Facebook had the Oculus brand, the strongest in the industry, until they decided to throw it away. With competitors like that who needs allies?