New website lets you design your own ultra-expensive rocket


The private spaceflight company United Launch Alliance (ULA) usually plays the stodgy uncle to Elon Musk’s young, swaggering SpaceX. Where SpaceX touts its Silicon Valley-style disruption of the commercial rocket market, ULA prides itself on its reliability.

“Someday I expect the rest of the industry will become as reliable as we are,” ULA CEO Tory Bruno, said in a press conference Wednesday, throwing a little implied shade at the competition.

But now, ULA wants to be the cool kid on the rocket-building block. To do so, ULA has launched a new website to let you virtually build and order your own rocket — assuming you have about $100 million sitting around. Read more…

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