They recognise the potential in the product? Most likely they'll try to link it to social media, but we can hope they don't want to mix it in and are just investing in something that already has huge hype and will make a fucktonneandahalf of money.
Oh, who am I kidding, ads and social media tie-ins everywhere. To keep their media relevant they have to establish themselves as part of every new advance in technology, and this is a new one - the first step to virtual reality.