I think the fact that Space X, and Elon himself, being loud grabs a lot of attention in social media, and that ends up amplifying everything. I mean, they blew

I think the fact that Space X, and Elon himself, being loud grabs a lot of attention in social media, and that ends up amplifying everything. I mean, they blew up some rockets while trying to make them land vertically, and was such a mind boggling achievement that people were - and still are - rooting for them. They have a pretty solid brand that was forged by their perseverance and boldness. Their story is not even of being the underdog in a competitive environment, because the endeavor itself was enough to make them stand out. Not to mention that there are 3 known brands in this industry, that don't overlap: NASA (the OG), Space X (the crazy guys that land rockets) and Blue Origin (which has no clear positioning). Even if Blue Origin won NASA contracts, it wouldn't matter the'd still be the last ones in people's minds. They could be doing backflips, for style points ofc, before landing a standing rocket that still wouldn't matter.