Can we wait until they actually do or talk about doing something bad before making a stink about them doing bad things? This is kind of jumping at phantoms, and doing that too much will mean losing the ability to do it for real.
Here's what's going on. OVRServer_x64 is, conceptually, a device-driver component for Oculus. It does things like handle the orientation sensor input and controls which app appears on the Oculus' display. This has been around since the very first prototypes, and since it is a piece of hardware, it's not like they could have gone without.
None of the current titles in the Oculus store have in-game advertising. There's none in the first-party titles, nor in any of the third-party titles that I've tried. Instead, they use the traditional business model: pay up front. They're running a store, called Oculus Home, which competes with Steam. They know which games and experiences you buy on the store, and are probably measuring how many hours you spend in each, like Steam does.
And that's it. This statement from the article is straight up false:
> "An ad executive at Coke, for instance, could tell just how long you stared at the Coke bottle cleverly placed inside your favorite game as an in-game ad and use that data to better place it in the game for you next time."
It's false because the Oculus Rift does not contain eye-tracking (only head-orientation tracking); because the software infrastructure for measuring that doesn't exist (though I suppose someone could write it); and because that isn't Oculus' business model.