It's a problem contributing to Bezos' enviousness that the article was talking about. SpaceX gets all of the glory because they are actually doing things, so they are in the news and building brand recognition (for free!!). Hardly anyone has even heard of Blue Origin except mostly for people who already had an interest and seek it out. How many times has Blue Origin made it to the front page of HN vs SpaceX, which is a niche news site of higher-than-average technical readers?
> Will SpaceX start advertising during launches? Maybe...up until then being known to the average person is not an advantage.
Each time SpaceX is talked about, it's effectively a free advertisement for SpaceX. Look at all the talk about StarLink. Have you seen any paid ads? They don't need to, because they have been building their brand recognition for free with every launch for several years and people are excited about it and talk about it. Bezos company just does not have the same caché.