Private Company First to Take on Lunar X Challenge
explosivejared writes "A private company by the name of Odyssey Moon has become the first team to complete registration for Google's Lunar X Challenge. They will likely be competing with several heavyweights in the field, as Carnegie Mellon University, along with many others, has already expressed an interest in the competition."
You don't need to recoup all the winner's costs. You just need to give the company a bit of a reward to help them get back out of the red more quickly.
Take the $10M prize, as an example. It is estimated that the winning team spent around $25M to win that $10M. But they now have a contract with Virgin Galactic to build many more vehicles, because they have the know-how and a workable basic design.
The goal is to stimulate, not to reimburse all costs.