- If you are in the tech world, you want consumers / investors to know you are on the cutting edge.
In the sense of, "Stay with us, follow us, because we will bring you the FUTURE!".
- Also a reach out to other tech companies for collaboration on such projects.
- Scaring off potential smaller startups.
For Facebook / Occulus.. they are in a competition with HTC Vive and they also need to work hard to brush off all the bad news they are getting from the lawsuit and other articles that may push away possible customers / adopters.