Well, maybe. On the other hand a "moonshot" program is designed to give you a huge goal with a long list of challenges that get there, so this seems like a good way to get a consortium-owned space station done.

On the gripping hand the original moonshot had a national context that a corporate space station does not.

SpaceX has a commanding lead in space transportation, and it's looking increasingly insurmountable as they continue to scale.

However, the space industry will produce many opportunities, and plenty of companies, including ones that don't yet exist, will have a chance to carve out large, profitable niches.

This is quite possibly an effort to remain relevant in light of that commanding lead. If the writing is on the wall for their rockets, it makes sense to diversify or wholesale refocus into related industries where their existing heritage/pedigree gives them room to remain profitable.

Seeing Bezos in it makes me suspect the objective is getting ahead of the competition by skipping the intermediate steps.

Maybe they want SpaceX to establish space travel, and use their technology to jump directly for Earth Orbit Domination™ or Space Amazon Headquarters™.

Sierra Nevada Corporation and Boeing have been making miscellaneous space systems for decades. Maybe neither SNC nor Blue Origin will be able to deliver on their launch system promises, but it seems plausible that they could make a space station, eventually, with enough money and luck -- and there are other manned launch options.

The USA committed to landing on the moon without having "field[ed] a single manned orbital vehicle".

The issue here is that for a commercial venture, cost matters a lot.

USA in 1960s did not have an alternative option of using someone else's launch vehicle for a fraction of what it would cost to build one themselves; companies who want to build a commercial space station do have an option to buy launch capacity from SpaceX instead of Boeing/BlueOrigin, which would still be more expensive even if all their plans and promises materialize on the scheduled time.

Ponzi type scheme. They want to use funds from investors for Orbital Reef to fund their existing efforts.