I agree that the reason it “look stupid” is because we aren’t used to it, but I think there’s also an element of bulkiness that we’re unused to seeing (compare early cell phones to the sleek lines we know now). It’s been a long time since our tech has been bulky because it’s been a long time since we’ve had tech in the very early development stages. AR devices have got sleek on their radar (think of the HoloLens or the Meta2) and I think VR needs to head in the same direction.
I don’t think the solution is to try and jazz up the current headsets. Stickers for your Gear will sell because people like funny things, the same way we buy stickers for our laptops even though we don’t think laptops are ugly. They won’t sell because they fix the awkward.