Hopefully there will be several much better copycat versions of it that come out later.
I do not think that Facebook has any incentive to do so. They know the market of the Oculus Rift device well enough that they will not attempt any sort of annoying advertisement. They spent $2,000,000,000 on the acquisition of the Oculus VR company and I am sure that they will do their best to avoid losing customers. Although many may think Facebook is a "bad" company, it is in fact one of the most innovative tech companies in the world today.
Yeah man, you don't need to like them, but obviously they are doing things right - otherwise they wouldn't make the kind of money they do! They seem to know their stuff and this could just be another way for them to make money -> diversify your assets.