I guess the main question is who are they marketing VR towards and what their profit expectations are. If they were to market VR for the masses, then it may failed just like 3D TV simply because consumers don't really want to spend that much money on an equipment that they have to put on their heads. If they market it more towards certain games and heavy gamers who are interested in VR and have their profit expectations built around that, then they may just succeed.
Kind of like jRPGs was for a while (not talking about Square Enix here). It was targeted at a small and cliche market so the money they invested into localizing games and the profit they expected were kept reasonable which is why you still see many games from companies like Compile Hearts and GUST still being localized even though in terms of number of sales, they're low but they still profited from these games. Basically they need to know their market well and therefore keep their cost and their profit expectations in line with that to succeed.