I think the point is, that every company that wants to be present in mark space virual reality, has the option to design their own space. So I believe content creation will be from the client's side.
I hear they develop some tools, that help in creating content. And virtual reality space really opens up the creativeness side of the marketing, and they all basically compete with each other in this limited space, whoever has the coolest or best user experience wins the most customers, earns the most profit.
This will be as wide as possible.
If mark.space could cover everything, this thing will be really huge.