OTOH (going back to your Web 1.0 to 2.0 mention), when web sites exploded into dozens of pages, and then pages got dynamic, nobody knew how visitors were going to wander around a site, nor how to track what they cared about. Techniques and technology adapted. VR seems (from my sampling) to be at the basic HTML page stage, and “OMG I can click on a piece of text and I’m somewhere else now!” user experience (as in, “OMG I can turn my head and see everything around me, just like I’m there! Okay, turn my head slowly… okay, feeling nauseous now…”). At some point they’ll add the VR equivalent of JavaScript and AJAX and Google Analytics and things will get seriously weird (that MSG thing you mentioned).