from the article:

  the key technology Luckey used to establish Oculus was developed by Zenimax

a weird statement: it sounds like it's about the Oculus technology, but it seems to be about the kickstarter promotion. i.e. marketing not engineering. So what if they played a Zenimax game on it? I think the only danger ethically is if Oculus represented Zenimax as backing the project... though I'm not sure it would into any specific tort (e.g. trademark infringement, passing off etc).

Looks like a negotiating strategy by Zenimax... and since Oculus lacks deep pockets, which pressure could be effective. That is, absent the counter-pressure of public opinion...