OK!....
To be fair, if a company like Orbital Sciences [as an example]
decides to enter the contest, the 20-30 million dollar prize
will only, at best, cover a large chunk of the research, development,
launch and mission cost in total...which could easily....very easily
run up to 150 - 250 million dollars.
30 million is small potatoes compared to that.
Mind you, a profit minded corporation would also use corporate logos
[on the rover and booster] and internet-advertizing deals to
defer as much of the R&D, launch and mission costs as possible...
and it could conceivably raise upto 50 million...still far short
of a profit.
If the lunar-rover were to be named after an egotistical & wealthy benefactor
for a LARGE FEE; say, 150 million dollars or so for the name to be stenciled on the craft; then the company might turn a small profit with the prize money.
What chance do you see these circumstances happening?

ECONOMICS 101: Private companies do not like red ink.

Jacob

VOLTAIRE: "Common sense is not so common."