There really isn't a great market these days for United Launch Alliance's Evolved Expendable Launch Vehicles, so why not use them to blast some rich tourists up in space?
According to a press release issued today, an agreement to use the Atlas V to carry private cargo and passengers is now sealed:
If the Lockheed/Boeing United Launch Alliance can't provide affordable launch services for government, it's doubtful it'll be that much better in the private market. There's actually a well reasoned argument about the pricing problems on Jonathan Goff''s blog. He looks at both the supply and demand, and while cutting Lockheed some slack on the cost of a ticket to ride the Atlas V, he still concludes even if the price came down to $10 million, there wouldn't be enought people to fill all the slots:
That's all right. United Launch Alliance's captive customer, the Pentagon, is in for the long haul and they've got deep pockets.