IMO these franchises have one big advantage: They are in a science fantasy setting that has already introduced the concept of teleportation. So there is already precedent for teleporting around the map, making locomotion unnecessary.
Sure, you could invent a teleportation-specific genre, but I think it'd be quite the niche.
Have Valve/etc gone after the hardcore F1/racing market? I have various friends who follow F1 closely and generally have money to spend. Surely VR works well for seated-racing games.