Space once again is hyped as the next big thing. ISS' astronauts are superstars on Twitter, Mars Rover, Rosetta probe, Philae lander, and the Pluto flyby of New Horizons are landmark publicity events. For the first time, we see also private enterprise in space, ranging from rockets for space transport to exploring economic exploitation of asteroids. But how do we as humankind want space to be conquered? Which line should space law draw between public good and private endeavor?