Facebook is a company whose revenue is entirely based on advertising spend. They pitch their network's services based on the fine level of control you can have

Facebook is a company whose revenue is entirely based on advertising spend. They pitch their network's services based on the fine level of control you can have over market segmentation - the more information Facebook has about people, the better they can promote these services. It's reasonable to speculate on the extent to which Oculus can resist being assimilated into the already-existing business model. It seems less reasonable to speculate that Oculus will become Facebook's flagship product and not just some sidekick to enhance their current revenues if possible (or if that doesn't work, consigned to the dustbin of history). Since all of this is speculation anyway, what do you think is going to happen?