I can think of lots of lucrative non-game applications for good VR.
1) virtual tourism - digitally scan all of the exhibits, and background aesthetics of rooms and exteriors in the Louvre. Charge art students / fans $50 per day to visit the museum online. It's cheaper than a trip to France, takes in more money per day, and helps those planning a real trip figure out where to go and what to see in advance. Eventually cities will offer tours of their historical districts complete with local flavor "AI characters" and optional amounts of fellow tourists.
(And if you listen to most people the real life crowds is one of the main things that hold back enjoyment in these touristy destinations).
2) high end real estate tours - probably only worth it for 1,000,000+ (USD) homes and high end office space, but there is surely a standardized way to be discovered to quickly and cheaply scan the textures, geometries, and views in a house/building and translate the data into downloadable/streaming "level" that potential buyers/leasers would want to see without driving all over just to find their perfect place. Upsides include that the hardware could just be purchased by the real estate agent that is assisting the buyers. The sellers would pay to have the location scanned and uploaded - just another advertising expense that is necessary to get the place sold.
3) being "in the middle" of a live event - Instead of sitting 1 km away from the stage at a concert or the field at a sporting event, fans will stand where ever they want. A 3D model of the live event will be constructed by software processing numerous HD camera feeds (probably the hemi-spherical kind) that now hang from the ceiling and stand at intervals among the audience and sidelines. "Sold out" will now mean that the servers are at capacity.
All of these applications are things that mainstream and affluent people would probably spend money on if the experience were good enough. Furthermore, except for the scanning and processing aspects, the actual digital delivery has just the same technical requirements of an MMO with high-end graphics combined with the Occulus Rift (which will be rebranded Being There (TM)).
Will Facebook do this? Do this without having onerous privacy/advertising features? I don't know.