Palmer Luckey apologizes for Oculus Rift pricing: ‘I handled the messaging poorly’

Today was a historic day for Facebook-owned Oculus VR as the virtual reality company began accepting preorders for its inaugural headset. Within hours, the first shipment of Oculus Rift devices sold out, with preorders set to be delivered a month or so after the initial March 28 ship date. In an effort to capitalize on the attention the device has received not only in the press but also in the public eye, Oculus founder Palmer Luckey took to Reddit to participate in an Ask Me Anything (AMA) session.

When preorders began, many people were taken aback that the Oculus Rift was priced at $599 compared to the low-end estimate of $350, which Luckey stated at the Oculus Connect developer conference in September. He responded in the AMA by acknowledging that Oculus failed to convey the right expectations:

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