Earlier quoted context omitted.
Yeah I'm curious too. It seems like if there was actually some commercial benefit to this then USA would be dropping rovers on the moon every week. But it's mostly lost interest now.
Can not be further from the truth: https://www.nasa.gov/commercial-lunar-payload-services This mission itself is in preparation for future missions contracted by NASA
The reason I say it's the wrong direction is not only the lack of ambition, but cost! Artemis is planned to cost in the hundreds of billions of dollars, which is just absurd given our trajectory with space. This (back to the topic of this thread) company sent their rover to the moon on a $67 million SpaceX launch. Add the cost of their rover and operations, and it's likely this entire project, of landing a rover on the moon, cost less than $0.1 billion.
The future of space belongs to whoever can get these costs down as much as possible. Because the goals are big - like industrializing the Moon. Water is enough to make rocket fuel, simple raw resources can be exploited to develop things in a near 0-g environment, and so on. At NASA level costs these sort of concepts would bankrupt the entire country. So it's going to be whichever entity/nation can operate most cost-effectively that will decide the future of space. And, for better or for worse, I know who I'd expect to win that game.