The big drawback? There's still no sign of Oculus Touch. The wrist-friendly controllers promise a more natural, immersive experience by tracking the position of your hands, rather like the Vive's wand remotes. For now, you'll have to make do with an official Xbox One controller, which comes bundled with every Rift. It's a shame, but at least the retail version comes with a free game: Lucky's Tale, the bright VR platformer by Playful.

Pushing the Rift through retail channels could be vitally important. Oculus will be running demos, much like HTC is doing with the Vive, to ensure people can try the technology for themselves. It's a tired cliche, but when it comes to VR -- seeing really is believing. These sessions could incentivise purchases and, by extension, increase software sales on the Oculus Store. That in turn would attract more developers, giving the Rift more utility and value. To succeed, however, Oculus needs to outmuscle some of its competition; namely HTC and soon, Sony with its PlayStation VR headset.

Update: Oculus Touch controllers are priced at £190 in GAME. Eek!