I don't think Jared Isaacman is interested in PR stunts. He actually seems to care about the science and exploration parts of NASA. Actually, he seems to care about all of NASA.
The $20 billion dollar moon base didn't seem like an announcement grounded in reality, although maybe that was less a PR stunt than the fact that NASA must (literally) shoot for the moon to stay politically relevant.
- If moon dust can be converted to oxygen reliably, the first company or country to set up shop on the moon can sell that service to countries and commercial entities.
- Unique manufacturing and science activities because of the low gravity