Cashing on the moon has become a dead serious business, not just metaphorically. There are plans to use it as a burial site for human remains, giving a new turn to 'Dust thou art, and to dust returneth, from Earth to Moon, and ashes to ashes.' The cargo aboard a recent unsuccessful moon mission of a US company included capsules containing crematoria ashes along with, in a twist of unintended irony, a Japanese soft drink, a publicity gimmick which, if adopted by others, could escalate 'Cola Wars' to new heights of competitiveness.