They've thought through the accessibility features, how VoiceOver works with the headset, dynamic type sizes, etc.
Designing this sort of consistent API across a whole platform, where it's not only easy to use, but really delightful, is the bit that's exciting to a lot of people
I have collected a bunch of A/VR headsets and developed for them. None of them think deeply about these things, so they just haven't been that interesting. They are more "we supply the hardware, you supply the opinion about how it should be used." I really want the other side of that story
The Disney part of the keynote was all "dreams work." It was complete nonsense with no clear direction. Apple's stuff, while it might be wrong, is at least opinionated and clear
There is a lot of marketing sheen, but there's a clear design opinion about human computer interaction that comes through. That's the exciting bit that I think people react to, sometimes without realising