They want to be vertically integrated, discount Apple in this space.
They're deploying cost effective hardware combined with vertically integrated software stacks that "just work."
And they are leveraging things Facebook does extremely well, targeting extreme volume for cost amortization, UX and building microtransaction loops.
Like it or not those are things you can't say Facebook is bad at that stuff generally speaking.
Everything about the Facebook metaverse vision is cynical from a societal aspect.
But the business case is fine.
They won't make any money for about 10 years, but after 10-15 years of Quest like products, they will be doing well for themselves.