They don't need it because they have sustainable businesses regardless of the press, so they don't do it. Musk wouldn't have a business without constant coverage and a strong brand (brand equity helps him cut deals no one else could).

I'm dying to hear how Blue Origin is more sustainable than SpaceX.

I get your premise, however Blue Origin is sustainable for as long as Bezos deems it so, regardless of having a business under it. He has $67 billion in wealth he can liquidate to burn on anything he chooses; he's regularly selling off large blocks of his Amazon stake now. Burning $500 million per year will not matter in any meaningful sense to him, stacked against something he has decided is critically important. He's likely to be worth more than $100 billion over time and he's 52 years old - $500 million times 30 years is something he can afford if need be.

Really? He's obviously referencing Amazon, not BO.