The first space race was a cold war battle of ideologies. Capitalism vs Communism. The science served the politics, and both sides hemorrhaged cash. This time around, there's money to make. And a lot of it. So of course, the private sector is leading the way. But the price of admission to this game is steep. No ordinary businessman could pull it off. So, three extraordinary players are fighting for a share of a market so large, we call it 'space'. Jeff Bezos, Richard Branson, and Elon Musk.