This exactly. The "harness" for consumer is not well defined but likely quite sticky if someone can build one. Meta is better positioned with its reach of whatsapp etc unlike anyone to try this.

Meta being meta, will likely run this as an "experiment mode" for 6 months to an year and if it does not work scrap it all and move onto the next thing.

There is a risk ofc muse does not work. But there is a good chance that with the ridiculous number of product teams doing A/B testing with insane number of people already on it, something will emerge that is interesting in a way it never could for their erstwhile Ar/VR foray.