When you think about it, it’s obvious. When all international Bad Boys of Corporate Innovation started getting into the Space Race, it was inevitable that Jeff Bezos would join them.

Recently, Blue Origin, the space exploration LLC owned by Amazon founder and Architect of Modern Consumerism, Jeff Bezos, achieved what it – and everyone else – called a key milestone. To whit, safely launching a rocket that ALSO safely returned from space.

So-called “reusable” rockets is a huge step for the for-profit space entrepreneurs. When you know, the money’s going to keep rolling in, just letting the rocket components “splashdown” is no big deal. But if you are trying to turn a profit, you can’t just keep tossing your rockets in the trash like crushed Natty Lite cans.

Everyone is trying it. Bezos just made it work. The vehicle, named “New Shepard”, rocketed 100 kilometers into space and landed back at its launch site … according to a Blue Origin press release.

Bezos was beside himself with delight in his message: “Now safely tucked away at our launch site in West Texas is the rarest of beasts—a used rocket. Full reuse is a game changer, and we can’t wait to fuel up and fly again.”

Reusable rockets are also priceless in the PR game. Investors are looking for exactly that gold standard. Elon Musk, whose SpaceX has been working on the same goal, was magnanimous about his competitor’s success. In Twitter post, Musk said: “Congrats to Jeff Bezos and the BO team for achieving” a vertical takeoff and landing.

Good sportsmanship, for certain. Nice form, Elon. But you can bet that just means SpaceX will redouble their efforts. Remember the history of space exploration. Russia struck first, but the US counterpunch led the way for a generation. You can bet Musk and SpaceX are hoping to do exactly that.

And they better hope to do it fast. Once again, the world is watching the skies.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.