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From the announcement:
NASA has identified a variety of exploration, science, and technology demonstration objectives that could be addressed by sending instruments, experiments, or other payloads to the lunar surface. To address these objectives as cost-effectively as possible, NASA may procure payloads and related commercial payload delivery services to the Moon
In other words, NASA has money to spend on lunar science missions, and rather than plan those missions itself, as it has done since the 1960s, it is now offering to buy and launch proposals from private companies.