The "dev kits" were freely sold to everyone and also bought by consumers, not just developers. Very different to sell-your-soul-NDA'd console devkits given out to select studios. "early adopter edition" would have been just as fitting.
Because even though they called it a dev kit, it was still a commercial product in many ways... there were a ton of games released for it, and a whole community of users who were not oculus developers. I got one, and I never wrote any software for it nor had any real plans to. I got it purely as a consumer.