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Sony Project Morpheus and Samsung Gear VR. Both will have mainstream appeal. Sony for traditional use, Gear VR for small and cheap experiences for the huge mobile market.

Oculus doesn't have mainstream appeal. When was the last time a pc peripheral hyped the hell out of everyone?

Project Morpheus will have Sony AAA studios' backing, Sony's marketing and PS4's success behind it.

Basically Morpheus will launch with much fanfare and hype, taking advantage of the growing shelf space for PS4 at retail while Oculus has to rely mostly on indies and online sales.