SpaceX's ventures have generally served more utilitarian purposes. There are significant economic, scientific and military advantages to reducing the cost of getting things into orbit.

I don't think any of the three are bad, but I do think there is a gradient in terms of ambitions/successes that puts Musk well ahead of Bezos (at least until New Glen launches) and Bezo ahead of Branson.

While Bezos/Branson's priorities seems slightly backwards to me, it isn't wholey unreasonable to take that stance that making spaceflight available to more people will increase the level of interest in spaceflight (even if the timing seems a bit tone deaf for that goal.)