Zuck has FOMO syndrome, and little more. He's got the cash, he's willing to finance development, and will ultimately suffer first mover disadvantages. Anyone trying to unseat him will benefit the technology and its range. But that technology has a long way to go. I hope there is more competition soon, and non-entertainment based simply to increase the perceived range of applications. Until people see examples, they won't conceive of more integrated approaches to using AR/VR technologies.