2016 is being touted as "The Year of Virtual Reality," but many - mostly those who have yet to try it out - still doubt whether products like the $600 Oculus Rift have the mainstream appeal to truly take off.
But judging from the towering Oculus booth at this year's Consumer Electronics Show (CES), the Oculus Rift is more popular than ever, and its floor space at the biggest tech conference of the year reflects that.
Here are some photos of the giant Oculus booth:
Steven Tweedie
Steven Tweedie
The booth consists of two stories of demo rooms - 11 in total - where people can try on the headset and take a trip into virtual reality, with even more demos taking place within the seating area on the ground floor.
Last year, I wrote a similar story highlighting Oculus's massive booth at CES 2015, but this year's booth was even bigger. But to remove any doubt that hype around Oculus and Rift has only grown since then, I discovered that Oculus actually had an additional booth directly next to its two-story booth that added another half-dozen or so demo rooms.
Steven Tweedie
The Oculus satellite booth directly next to the main one
With hundreds of people looking to try out the consumer edition of the Oculus Rift throughout the day, the line for demos wrapped around the main booth.
To put this all into perspective, Oculus didn't even have a booth three years ago at CES 2013. Instead, it rented out a suite at The Venetian to run a small number of demos with the press. Three years later, and it's one of the largest booths at CES, and arguably still the buzziest topic of the entire show.
For a full tour of this year's Oculus booth at CES, check out the gallery of photos below.