lindbergh flew across the atlantic for a prize. there was a $25,000 prize for the first person that could fly non-stop from paris to new york or new york to paris. and it went on and on and on. in fact, prizes were one of the main tools that governments had to get innovation because either, you know, our modern research institutions weren't set up or, you know, the money just wasn't being set. and then came around world war i, world war ii, when the government really started funding innovation and just started throwing a ton of money at things, that prizes sort of dissipated. >> when we started the xprize back in 1996, everybody knew that only governments--in fact, only two governments could put human beings into space. and the purpose of the xprize was to change what everybody knew about that by requiring a demonstration of private space flight twice in two weeks with the same ship. and that kicked off the whole suborbital space flight industry. >> and launch of the spacex falcon 9 rocket, as nasa turns to the private sector to re