I'm not entirely comfortable with it either, but its a 'culture thing' I'm told...Probably, but it's still creepy and slightly off-putting seeing Sony endorse this on their stage.
On the other hand, I do think its worth reminding people that VR isn't just about traditional gaming and has the power to create all sorts of experiences, and that includes fantasy role-playing like this. Its pervy, but I'm not ashamed to admit I'm interested in some of the more 'non family friendly' entertainment prospects of VR as well.