the government is literally doing that. NASA literally has stated they want to promote and help companies that don't have a footing yet like Astrolab, Lunar Outpost, Blue Origin, Firefly Aerospace, and multiple other companies to help them establish themselves within the space industry ecosystem that will eventually help them with the moon base.
Then of course SpaceX will get other contracts like HLS for landing on the moon and much of the infrastructure from the Blue Origin contract will help them develop their own lander which will allow NASA to launch at a faster protocol to the Moon switching between Blue Origin and SpaceX launches within 3-6 month intervals or sooner.
They are literally doing it but all you guys chant is "Elon bad, give me more money".