An anonymous reader quotes a report from MIT Technology Review: Despite Mark Zuckerberg's early enthusiasm for virtual reality, the technology has stubbornly remained a hard sell for Facebook. Now, in yet another sign that VR is failing to capture the imagination of the public, the company has just cut the price of its Oculus Rift hardware for the second time this year. For the next six weeks, the Oculus Rift headset and its matching controllers will cost just $399. That's $400 less than when it first hit the market, and $200 less than when its price was first slashed in March. It means that the Rift now costs less than the package offered by its cheapest rival, Sony, whose PlayStation VR currently totals $460 including headset and controllers. Even so, it's not clear that it will be enough to lure people into buying a Rift. Jason Rubin, vice president for content at Oculus, tells Reuters that the reduction isn't a sign of weak product sales, but rather a decision to give the headset more mass market appeal now that more games are available.