At most two, surely - Branson and Bezos were rushing to get themselves (in their own untested launch systems) up to the Karman line and drop back down again. Although arguably only Bezos made a fool of himself by acting butt-hurt about flying after Branson.
By contrast, Musk is launching paying customers into orbit on a proven rocket system that launches NASA astronauts to the ISS, same as Soyuz. If somebody's willing to pay for the launch and risk their lives, why wouldn't you let them?
>and I'm sure Russia noticed
Space tourism is hardly anything new for Russia - as far as I know, all space tourists who've flown to orbit so far have done so on Soyuz.
I'm more upset that Roscosmos, in their rush to fly the film set to the ISS, endangered the station.
Edit: clearly people dont believe me:
https://www.bbc.com/news/entertainment-arts-52556699
https://www.nbcnews.com/science/space/russia-racing-beat-tom...