They are paying for HLS.
You can't (according to old space companies) build a lunar lander and its launch system for under $10B
The S1 says they SpaceX is providing launch to Starlink at cost. ~$20MM per Tim Farrar and Lionett Pierre. Two industry analysts.
So is the nuclear reactor business but at least with that you gain independence from Iran whereas the satellite dog business gives you independence from the tyrant T-mobile or Verizon...