Earlier quoted context omitted.
They could make VR services for person-to-person communication. Be in the room with someone a thousand miles away, rake in cash for in-world ads and purchases... it could essentially become a future iteration of facebook (for when VR catches up to mobile). If nothing else they could follow the original plan and sell a standalone rift for a profit.
How would you do face-to-face if both of you have giant goggles strapped to your faces?
"You look really good today!"
"Thanks! Nice goggles!"
At least if Google bought them, they would have had Google Goggles. The mind boggles at the goggles, it gives me the giggles.