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Throwing out a hypothetical. Handwave a world in which America lands astronauts in 1969 with the Soviets just a few months behind.
Let's pretend the Soviet effort is more minimal and far more risky. But they do it and the world sees them do it.
What happens next? A race for a Moon base? More money diverted into both nations' space coffers? Does the Moon treaty get signed? The Outer Space Treaty scrapped?