But it`s also obvious it will be tainted with their associated BS in whatever form will it manifest itself - be it ads, logins, what have you
Well yes, they wouldn't put anything in to it unless they got something out of it, that's pretty obvious. Turnkey project isn't usually what big business does, they buy something because it can be developed into something useful to them.But here is where I argue: it's not obvious that it is something necessarily bad. There've been claims about having ads, or logins, and data mining, and other problems, but none of those are guaranteed.
What if Facebook wants to build a 3D interactive social environment? And in order to do that they need to ensure certain technologies. Things for control, audio, force feedback, networking. Buy Occulus, ensure the technologies are added, become king of the Net3D.
Maybe they sell it with their new social environment software, and if you use it then you need a login, and there are ads in the software (billboards), and probably some data mining, but so far it is only fear that any of this will become mandatory to 3rd party developers. There is nothing thus far to suggest that if someone develops a game they will need to require facebook login before someone can play the game with rift support, nothing that makes me think there will be popup ads funnelling money back to Facebook. From a business standpoint, assuming Facebook wants as many people as possible to use their software they're going to want as many people buying the hardware as possible, and in order to get that they're going to need as many developers on board as possible.
Will you pay $300 just to play Facebook games? Where ads are thrust in your face? Some people would, probably a lot more than we'd suspect, but not as many as if it were more open and immersive.
I am entirely certain (as certain as someone can be without any direct proof) that Facebook has no interest in the hardware, per se, and every interest in making software. They will want as many people as possible to use their software, but people will have trouble justifying the price of the hardware if it is ONLY for their software, so they're going to want as many developers on their side as possible as well, producing compatible software to help convince people to buy the hardware. And if people then install and use the software, then they've accomplished what they wanted.