It's really helping them that they have some of the most motivated employees on Earth. Their people absolutely believe in this vision of colonizing Mars just as much as Elon Musk does. (Hell, I do too, I just don't work there.)
Or Facebook. Or heck, even Microsoft, Amazon, Adobe if you're in the "wrong" department. I bet even some Apple employees might occasionally feel they work at an advertising company.
Meanwhile I'm working at an advertising company.