Yes! It's that old, and it's not any of Google's April fool. Officially known as Google Lunar X Prize, The initiative is a space competition organized by the X Prize Foundation, and sponsored by Google. The challenge calls for privately-funded spaceflight teams to compete in successfully launching, landing, and then traveling across the surface of the Moon with a robot, while also sending back to Earth specified images and other data.
I know services are a lot more complicated, and that service systems and value networks are way sophisticated, but isn't it about time to look at "Service 2.0" and say: "Yes, we can!"