At an event early today, Microsoft announced that it is diving into the VR arena, competing with the likes of Oculus Rift and HTC Vive, but at a much cheaper price point.

Microsoft will partner with hardware makers to manufacture the devices running off Windows 10 and will retail at a starting price of $299, with the first devices arriving in 2017.

And I thought Microsoft were getting cozy with Oculus. Things just got awkward.