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Store/Key submissions, differences in the reviews

I was having a look at the distributions for an app using the Oculus Rift on Windows and I found this sentence on the "Distribution Options" web page:
"Oculus keys let you distribute apps through Oculus Home even if your app is not approved for the Oculus Store".

I understood that for both distributions, the app has to go through the same submission steps (Technical and Content reviews) but, the previous sentence let me think that there has to be a difference somehow in these reviews. 
Where is exactly this difference? Are the criteria for the Technical reviews (for Store and Keys distribution) exactly the same? Are the criteria for the Content reviews exactly the same? Or is there something else different?
If the criteria are exactly the same, how can an app be approved for a Key Distribution but rejected for the Store distribution?


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