The $30 million is nice, but y'all are forgetting the purpose. The idea isn't to just pay for someone to put something on the moon, it's to spur progress and development to get private industry more involved in space.
Scaled Composite & Paul Allen spent more than the $10 million prize to develop SpaceShipOne, but they did it happily anyways because the return on investment isn't the prize itself, it's the business that comes afterwards. Scaled is making beaucoup bux building SpaceShipTwos for Virgin, for instance, because they proved the technology. A company that can soft-land a rover and do things for semi-cheap will get other business too. If it becomes practical to put a robots on the moon, then it might be practical to put an H3 refinery on, or better.
Can you get something to the moon for $30? Sure, just buy a surplus Soyuz booster for 15-20 million and spend the rest developing a lander. Armadilo Aerospace has done a lot of that for a fraction of that, for insance. But there's a difference between doing it on paper and doing it for real, and that's where the new industries will come from.