It’s been a momentous month for space-faring billionaires. On July 11, British entrepreneur Sir Richard Branson’s Unity “rocket-plane” flew him and five fellow passengers about 85 kilometres above Earth. And this week, Amazon founder Jeff Bezos’ New Shepard capsule reached an altitude of 106km, carrying Bezos, his brother, and the oldest and youngest people ever to reach such a height. Passengers on both flights experienced several minutes of weightlessness and took in breathtaking views of our beautiful and fragile Earth. Both flights created an avalanche of media coverage and brand recognition for Branson’s Virgin Galactic and Bezos’s Blue Origin. There is renewed anticipation of a lucrative commercial space tourism industry that could eventually see thousands of paying passengers journey into space (or not quite into space, depending on your preferred level of pedantry).