First company to crack this will have Apple like market dominance.

If I recall correctly, Google already did. I also remember people largely pushing back against hyper-surveillance tech such as this.

google is an innovator but they don't really stick with things if they're not immediate hits.

meta has privacy concerns but they've made a name for themselves in XR so this move isn't out of nowhere and with apple joining soon it's more normalized. apple wants us to strap a hmd to watch our kid blow out the candles

Not zero, negative margin.