So Google is going to award $30M to the first private robotic Moon rover. As I read this I had a really cool idea.
Add to the list of tasks the rover must do to succeed: "Carry a small case approximately 6in. x 4in. x 1.5in in size, weighing a pound or so."
And then have another X-Prize ... with the prize going to a different private organization, who shall retrieve the case by whatever means they see fit, which contains a check for another $20M.
Simply put... go up there with some means capable of fetching the case from the device that's there, and returning that to yourself on Earth safely. If you can accomplish it, you can cash the check you bring back.
Of course if I was the first team, the second would only find a note saying "Suckers!"