Jeff Bezos Has Reached His Final Form

Jeff Bezos founded his spaceflight company two decades ago, at the turn of the millennium. You may not have known that, because Blue Origin spent years developing its rocket technology in secret. But by now you’ve probably heard, because Bezos wants everyone to know: Blue Origin is sending passengers to space, and he’s going on the inaugural trip himself. He shared the news this week on Instagram, in a high-production video set to heartfelt music, with one dramatic, made-for-camera moment. Bezos, wearing a cowboy hat and aviators, drink in hand, smiles at his brother, Mark. “I really want you to come with me,” he says. “Are you serious?” Mark asks, eyes wide.

Their trip—what Bezos calls the “greatest adventure”—is scheduled for July on Blue Origin’s New Shepard rocket, named in honor of Alan Shepard, the first