Just different strategies.
Last year Oculus said they would'nt be bringing out any new headset for about 2 years. They said they see 2017 as the year to make VR more affordable and to concentrate on getting the games out. They know the importance of getting more people on board. I feel they have already started on this promise with the full package with about 8 free games being less than 600 now. They are definitely looking at the future as i know they have bought an eye tracking company and been experimenting with wireless (my CV1 even has a wireless adaptor marking inside the headset. So at one point it mustve been considered for cv1 to include this). So i would say Oculus are still ploughing money into VR the same as HTC.
HTC seem to be going the route of add on gadgets for incremental improvements. But could this cause more fragmentation of the market? I already saw similar by the way of Oculus having xbox pads upgraded to touch control. Basically, touch came out meaning people without can't play many of the new games. Meaning they must go out to spend more money on an already expensive gadget. So HTC really have to let people know of everything they are working on, as it is a potential gadget to sell to keep the interest in the more expensive vive. However, i'm not to sure about adding value through peripheral purchases as i remember all the attempts the console market has tried and failed with in the past. People just want the package. Oculus dont need to be announcing future plans quite so much as their strategy is concentrating on pricing/games to get the masses in.
To be honest, i see these two first gen headsets as prototypes. I can't see myself wanting to plough 200 here and 100 there adding peripherals to my headset when i know the biggest upgrade i want for vr is a higher resolution headset. If i had the choice today of a headset with better optics or a headset with better tracking (pucks on my elbows and knees etc), optics wins hands down.
My biggest problem atm with vr is non of my friends are using it. Too expensive. But since the Rift cuts, a couple have jumped on board, and a few others feel the price is nearly "there". So i feel the oculus strategy is better for the start of VR as it is more likely to get people on board.
Anyways, i have given my reasoning why i would recommend Rift in previous posts. But when it comes to which company i prefer? Neither! But i do like Oculus strategy of bringing down the price, because more friends in VR = happier times for me.
£500 dead end device? For me it is indeed. But i would see Vive as a £750 dead end device too. I want better graphics, this means the number 1 upgrade i look forward to and will make me purchase again is going to make both headsets dead end. It's not the tracking, its the screens inside these headsets. Plus the headset is the bulk of the price you pay.