Thankfully, America isn't the only game in town. We don't know much about the Chinese program, because they're a closed door communist dictatorship, but the head of their space program recently came out with two exciting claims.
1. Within the next few decades, all Chinese rockets should be reusable
2. They want to declare a Special Economic Zone on the Moon.
Special Economic Zones are basically crack cocaine for capitalism. It's a plot of land where the rules don't apply and nobody pays tax. China uses them to build their economy. Shenzhen is a Special Economic Zone, and went from an empty field to a world city in about 30 years. Cheap travel to the Moon and SEZ privileges might be enough to make lunar businesses viable. Probably starting with research, but there's a lot of interesting possibilities. Plus, there's no environment on the Moon, so you can vent CFCs and radioactive waste all day.