I think that the push for using it as AR is much stronger than with other headsets. Apple (and their investors especially) want there to be another huge shift in how computers are used, on par with the massive shift from desktop PCs to mobile devices. I think it’s a long shot, but there is some belief that AR will replace all your other devices. You’ll go to the coffee shop to work with your visor instead of your laptop, setting up your “virtual office” wherever you are. They want you to drive with it on and get smart AR navigation and avoidance hints.

I don’t think the memes are entirely astroturf (I wouldn’t be surprised anymore though) but there’s definitely a societal shift occurring where people are hashing out what the acceptable norms for headsets are. Memes are part of our communication about what we find normal and what is weird or bad.