> The risk/reward doesn't seem to make sense for Bezos. If Shatner dies, it'll be the end of their program. If he lives, maybe a marginal benefit? The man is 90, and his health is not stellar. He legit could die of anything.

The whole space tourism idea has the same issue, if a rich billionaire, regardless of health condition, dies then Blue origin would have the same problem.

This seems on the surface to be a PR stunt to boost Bezos massive ego.