Agreed it is a stretch, but the argument would be that Virgin Galactic is exactly the follow-on to the rocket that won the x-prize and that Blue Origin's effort came out of their work to win the x-prize but didn't get it done in time.

That said, the challenge is a goal that, if accomplished, results in some foundation capability (like vehicle navigation in the 'real' world). I was hoping the robotics challenge that DARPA has been running would have similar benefits but those efforts don't seem nearly as applicable to everyday stuff.