So.... it has something to do with launching the game from the rift app instead of steam.
When I launched the game from Steam, I got in just fine. But then went back and tried to launch from the rift app again and no dice.
Now I can launch from the executable and it launches fine in my rift.
So I removed the game from my rift library, hoping that it would show back up once launched, but now it won't show back up in the library.
What a pain in the this is. I don't want to use steam VR. Steam VR is cac and destroys the game's performance for me.