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I don't understand why this is not combined with a big announcement. A clear "we fucked up, sorry" would go a long way in making the Oculus popular again. This silent reversal looks more like one party inside the company opposing the DRM won for now, but does not have the power to make Oculus promise to play straight. This way it is all too likely that they will later add DRM again.
If so, I hope it was John Carmack.
The release is dated for tomorrow, it looks like it got released early. Perhaps they were planning on putting out a big announcement tomorrow.
After last week's E3, this isn't super surprising. Almost every story I read about Oculus wasn't about their Touch controller demos but about how they were buying timed-exclusives while locking HTC Vives out of the store.

Still good to see it happen though.

Too late. Facebook, DRM and a superior competitor (Vive) have already killed this brand for so many people now.
I'm selling my Rift and buying an OSVR headset.
That's not what got me. I don't care about the brand too much, and most of the games I was interested in were supporting Oculus first.

When I read about Revive adding Vive support to Oculus games, I ordered a Vive as well and would keep whichever shipped first. Oculus had my order for 2 months and hadn't done anything; The Vive shipped within a week after putting in an order. That is what killed Oculus for me.