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We present an analysis of the economic, political and social factors thatunderlay the Apollo program, one of the most exceptional and costly projectsever undertaken by the United States in peacetime that culminated in 1969 withthe first human steps on the Moon. This study suggests that the Apollo programprovides a vivid illustration of a societal bubble, defined as a collectiveover-enthusiasm as well as unreasonable investments and efforts, derivedthrough excessive public and/or political expectations of positive outcomesassociated with a general reduction of risk aversion. We show that economic,political and social factors weaved a network of reinforcing feedbacks that ledto widespread over-enthusiasm and extraordinary commitment by individualsinvolved in the project as well as by politicians and by the public at large.We propose the general concept of ``pro-bubbles,'' according to which bubblesare an unavoidable development in technological and social enterprise thatbenefits society by allowing exceptional niches of innovation to be explored.

"Bubbles in Society": The Example of the United States Apollo Program