Having borrowed it from the library, I've just finished Robert Zubrin's 1996 book: The Case for Mars: The Plan to Settle the Red Planet and Why We Must.
It's an interesting read.
Zubrin, rightly appalled by the likely 450G$ pricetag of any Mars' mission which followed NASA's 1989
90-day study, realised that there had to be a cheaper way to get
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Hey! What about the rest of the planet?
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To be fair, Zubrin does raise the "Sagan model" (international co-operation, multiple flags on the lander, all switches marked in English, Russian, Manx and Tagalog) but dismisses it as "liable to have cost over-runs and the need to bale out nations who can't deliver the technology or cough up the cash."
He clearly prefers a Conservative, free enterprise and - dare I whisper it? - Libertarian model, where some Heinleinesquian D. D. Harriman
is willing to bankroll the adventure.
In this case, of course, the only conceivable benefactor's benefit is that rather Viking-like one (and maybe that's appropriate, given that this is Mars) of being remembered in the sagas long after death.
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