There's one simple way to do it: stop milking it with ludicrous prices that make it inaccessible for the average consumer and stop trying to corner each implementation with your own proprietary closed market that becomes worthless when it goes down because all of your digital purchases were "digital subscription options". The problem with VR is that it now has a place in the market but one that is basically limited to a luxury market, and as such it will only include self enclosed ecosystems of novelty implementations that appeal largely to whales. It is basically an example of the hellhole the PC landscape would have been if governments back then had been as lax with bad consumer practices as they are now.