Reports say Google has scrapped plans for a premium VR headset. 

The standalone device would have seen the company compliment its lower-end tech offerings Google Cardboard and Daydream with pricier hardware positioned to compete with Facebook’s Oculus and the HTC Vive.

According to Recode, “The decision likely stems from Google’s effort to streamline its more ambitious projects, an ongoing slog at the company.”

“In this instance, Google is shifting more resources behind mobile VR — tools for companies to build apps, games and services on smartphones that use the nascent media — rather than expensive hardware.”

It’s a move that makes a lot of sense given the state of the emerging VR marketplace.

By focusing on the potentially larger low-end of the market, Google is well-positioned to make a play for the consumers outside of the higher-end bubble.