I say Meta is a heavy lifter that can fully subside them. They want us to strap an ad ridden device to our heads? Won't really work with the price higher than $0.
It doesn't matter if it cost $0 when it just ends up collecting dust. Quest2 go for just $200, that's already plenty of cheap for pretty much everybody. It's the whole software and content landscape that still isn't very compelling. Worse yet, they even do a terrible job of highlighting all the good stuff you actually can do in VR. They also do a bad job at bringing content into VR that could easily take advantage of it, e.g. 3D movies, porting old games into VR, etc.
As for ads, so far the Quest is still ad free.