It's no rumor. It's the real deal. NASA is not taking the lead in this, but will be associated with it; link and quote below from the Commercial Spaceflight Federation website.
http://www.commercialspaceflight.org/?p=1559
Quote:
“This week, we welcome the arrival of the Commercial Space Age,” added John Gedmark, Executive Director of the Commercial Spaceflight Federation.
“In fact, thanks to commercial spaceflight, the next decade will see more flights to space than in any previous decade of the Space Age. This marks a historic milestone,” noted Gedmark.
“Commercial space vehicles will launch NASA astronauts, private citizens, and scientists and researchers by the dozens, and will even dock with private space stations. These are not dreams; this is near-term reality,” added Gedmark.
It's a great thing because because there are billionaires like Richard Branson that have an interest in it and have the resources to fund the investment in it. My understanding is that he and his family may be the next private citizens to venture into space. Thousands of new jobs will be created by this new joint venture.