The $599 price point didn't work out so well with Sony for the PS3 launch. True, this is a PC peripheral and targeting a different demographic. But my gut tells me this price point is not going to be successful, at least insofar as making Oculus "mainstream". On the bright side, they have to know it's a niche product at best at that price (especially when including the cost of a high performance PC) so their internal expectations must be realistic and will have no internal financial obstacles for a few iterations until economies of scale can get that price down by half or more over the next 2-3 years.
This isn't necessarily a "DOA" situation... I remember my dad bought a Pioneer hybrid BluRay/Laserdisc player for something like $1000 back in the day. Consider the first reference Sony BluRay players were $800. So, prices will come down. I think the challenges for VR are more about fit, comfort, obtrusiveness, universal appeal, etc.... Playing hi-def movies in the home is something nearly every family wanted at one point... And it could be done without obtrusive head gear. VR, as cool as it is to us geeks, is not nearly as universally appealing... And requires far more obtrusive/isolating gear than, say, 3D glasses. When you figure 3D glasses didn't take off at all... for a fraction of the price... that's where my concern starts to creep in.
Still, I'm really excited by this tech. I badly want it to succeed. $600 is just way too much for most families when it comes to a device with limited appeal. But something like PSVR may keep the market alive at a much lower price point long enough for Oculus and Steam Vive to get versions 2.0 and 3.0 out the door cheaper over the next few years.