> If someone (such as OP) believes that SteamVR can be a competitive experience with IMAX, then they can believe it can be certified or licensed by IMAX. Thus consumer confusion is possible here.

I think more relevant is that if it is a competing experience, then the comparison -- especially in the context of promoting SteamVR by someone with a vested interest (including someone intending to sell software for the SteamVR platform) -- raises issues of trademark dilution and/or misappropriation even in the absence of the specific kind of consumer confusion that would be necessary for trademark infringement.