What they are all doing has real risks. There is a slight but still real chance they die explosively, and I'm sure they understand that. Particularly the proposed orbital flights. This is a potentially very expensive marketing gimmick.

You are right that it's sexy, though. I figure something deeper is driving them. Us. Probably the same basic mystical awe I get watching old film of Apollo missions. Some mix of ego and adventure and eccentric waste. The PR and marketing is just the cherry on top, surely.