Bezos doesn't intend to compete against ULA for the military's launch business, but his as-yet-unnamed orbital rockets will be marketed for commercial missions.
It's not that Bezos, already the fifth wealthiest person in the world according to the 2016 Forbes Billionaires list, needs the money. Spaceflight, he says, is a passion, one that has been incubating since he was five.
PHOTOS: Lesson of SpaceX Rocket Landing: Try, Try, Try Again
Ultimately, though, to make his company sustainable, it has to be profitable, even if the payoff is years or decades away.
"I'm perfectly willing to fund this for as long as is necessary," Bezos said, adding that the endeavor already has cost him more than $500 million.
After the tour, Bezos sits down with us and explains the reason why.
"Our vision is millions of people living and working in space," not just for the fun and adventure, but to preserve Earth, he said.
"Energy usage per capita has been growing at a couple of percent a year for a long time ... and we really benefit from that," Bezos said.