The founder of Amazon, Jeff Bezos, does not often post on the social media site owned by his rival Elon Musk. But on Monday, Bezos did, sharing a black-and-white image of a turtle emerging from the shadows on X.

The photo, which included no text, may have stumped some observers. Yet for anyone familiar with Bezos’ privately owned space company, Blue Origin, the message was clear. The company’s coat of arms prominently features two turtles, a reference to one of Aesop’s Fables, “The Tortoise and the Hare,” in which the slow and steady tortoise wins the race over a quicker but overconfident hare.

Bezos’ foray into social media turtle trolling came about 12 hours after Musk made major waves in the space community by announcing that SpaceX was pivoting toward the Moon, rather than Mars, as a near-term destination. It represented a huge shift in Musk’s thinking, as the SpaceX founder has long spoken of building a multi-planetary civilization on Mars.

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It must have provided Bezos with some self-satisfaction. He is also a believer in human settlement of space, but he has espoused the view that our spacefaring species should begin on the Moon and then build orbital space habitats. Back in 2019, when unveiling his vision, Bezos spoke about NASA’s goal of returning humans to the Moon through the Artemis Program. “I love this,” Bezos said. “It’s the right thing to do. We can help meet that timeline but only because we started three years ago. It’s time to go back to the Moon—this time to stay.”