Who's leading the immersive VR / AR race?

We've had 2 big VR hype cycles / winters over the last 30 years, but it seems inevitable we're going to get to a 'Rainbows End' / Ready Player One-esque society eventually.

After the implosion of Magic Leap and the consumer indifference to Google Glass (and largely Microsoft HoloLens), which companies are currently poised to lead the charge to a mainstream product? Are there any under-the-radar projects that have big-time potential?