The big mystery behind Oculus’ $599 preorder fiasco was how a savvy company like Oculus, owned by a savvier company called Facebook, could fail so spectacularly at setting its customers’ expectations. While Oculus feigns Mr. Magoo-like ignorance, I believe it was all a brilliant Zuckerbergian machination.
Put yourself in Oculus’ shoes. You have a hyped product in the Rift VR headset that you want to sell for $600. Launch is weeks away, and all your fans think that you’ll price between $350 and $450. What are your options?
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