I think VR needs to take the approach that Microsoft is taking with HoloLens. Slowly seed it into the development community. Let them figure out what to do with it. Then if and when the time is right, introduce it to the consumer at large. And in the meantime work on refining the hardware experience and work on reducing the cost to manufacture.
Unfortunately, VR went with a relatively huge media and hype push, trying to drive as much interest as possible before there was enough compelling content to keep people interested long term while they worked on refining the hardware and making it affordable. Yes, Microsoft do market HoloLens at certain events, but not nearly like the hype train that existed for VR prior to the Rift, Vive, and PSVR launches.
It could be argued that VR couldn't take the slow and conservative approach that Microsoft is taking with HoloLens. After all VR has been in and out of the public eye for well over a decade now, albeit its current incarnation is far more accomplished and solid than previous forays into the public market. And VR (the current incarnation) isn't or at least wasn't originally being backed by a company that could afford to take a long term approach to it.
VR is tantalizingly close, but not nearly close enough to be appealing to anything but a very small niche market or to a larger audience that views it as a curiosity that is interesting but not compelling (like a roller coaster, it's fun, but most people wouldn't want to ride one every day).
Who knows, maybe with the Creator's update coming to Windows, and cheap headsets, it'll spur more experimentation and maybe something compelling will come out of that. I doubt it, but you never know.
Regards,
SB