I think a BIG win in VR is story telling. Oculus Studio consistently creates content with engaging stories. I see them maturing past the gimmicky VR tricks and proving that good content & story telling works.
Also keep in mind that it's still mobile VR. I'm sure as the tech continues to improve we'll gradually see better use of the platform. @alexbeyman
Yeah, they are quickly becoming the Nintendo of VR. As much as I love to hate on Facebook, deep, rich VR content like this wouldn't get made early on without them dumping fat sacks of money on developers.