I think, also, somebody has to be first to bring this technology to the market before it even occurs to others they'd want to compete.
Oculus under Facebook might not bring the finished product most of us were looking for, but having a device that's solved the technological challenges of consumer VR is the heavy lifting. And it puts Facebook in the position of being The Name in consumer VR.
Are they going to alienate that right off the bat by building a walled garden, putting heavy content locks on it, watching everything you do? Or will they do the soft touch of making their helmet the easiest (and perhaps only) way to tie your VR into the Facebook network when you wish, get special savings on new software, offer perks to developers that find Facebook-friendly features for their VR software?
I think if they squeeze too hard people will upgrade right out of them into the competition. Which is sure to follow shortly if the hardware is a massive success and the implementation is driving people away. So, cautiously optimistic.