Reddit can be many things: a link-sharing site, a celebrity Q&A forum, a release valve for conspiracy theory hobbyists. But suddenly it’s also a platform for business owners looking to conduct some real-time PR crisis management, apparently.

Facebook’s announcement on Tuesday that it acquired Oculus Rift, the company behind the virtual reality helmet of the same name, sent some Oculus devotees into a frenzy over the future of their beloved headset. Naturally, they turned to the r/oculus subreddit to vent their frustrations. But Oculus founder and active redditor Palmer Luckey was there to meet them, answer their questions and assuage any fears that the Oculus will become little more more than a $350 Facebook machine.