I think the far more likely reading is that they know the device sitting on your face is make or break for a VR device hitting the mainstream, and they have the chance here to basically define what a VR display is for the next 10 or 20 years if they do it right (the evolution of game controllers is actually a great analog of this).
Isn't rabid Facebook hating getting old now?
I think that the argument that facebook adding "tacky social media" components to oculus would be bad for business is incorrect. Facebook has done quite well with the model, as their company shows.
For many of us, we realize that facebook will likely succeed with oculus in some way. It will just be a different kind of party than we want to go to, is all.
You can make the best designs ever, but if there is just suck inside, your design sucks in a way too.