Having so far made three successful launches and landings with New Shepard, the ambitious project is clearly making progress, and while reliability and efficiency are both of vital importance, Bezos knows that when people start climbing aboard, safety will be the top priority.

New Shepard crew and passengers will make the trip inside the capsule attached to the top of the rocket, with up to six people traveling at a time. With most news reports focusing on the more dramatic rocket landings, we rarely hear about the capsule, but on all three missions, this, too, has returned to Earth safely.

However, for the next mission, Bezos plans for the capsule landing to go wrong.