Well, they won $10 million - the X Prize.
I figure Paul Allen could care less about the twentysomething million. However, this whole enterprise should be self-sustaining. Each team has a strategy for that, and their technical solution is set up to exploit that strategy.
I believe Scaled Composites' strategy was just to be altruistic and forge a path that other could follow. Rutan is an engineering god, and his talents are a benefit to us all.
Also, I think Branson of Virgin Atlantic (Virgin Galactic) said he was going to charge something like $100k a pop to start with.
Paul Allen is a great guy. He could have taken $20M and tossed it to the Russkies for a ride on the Soyuz, but instead donated that money to humanity so we all might have a chance to experience space.
I am 100% certain I will be going to space in my lifetime. Prior to SpaceShipOne, I was not so sure.