Give Store credit for Rift purchases that reference a current owner's personal referral code
The installed base is already VR's most influential set of advocates, with some hosting VR parties, demoing at offices, or taking their rigs on the road to conferences and events.
Why not encourage and reward this behavior directly with the "Uber model": give us each a personal code, and when someone buys a Rift using that code, we get a store credit? A meaningful but modest figure, like $20-$30, is still significantly less than your current customer acquisition cost.
If you want to sweeten the deal, add in a $5-$10 credit for any Go sold using our referral code.