In W3C-land we have just created a Community Group to take a look at VR-specific APIs, based on the WebVR API work. The most compelling experiences I’ve seen around VR content have been from the NYTimes and similar efforts. Right now in order to get into one of these experiences you need to get into a special app. I’m envisioning mixed browsing experiences that start with “traditional” mobile browsing and move into and out of VR experiences. On the other end of the web spectrum, though, we need to think about how VR can be “linkable” — in the same way that you can deep link into fragments of a page or parts of a video.