There's a lot riding on this besides bragging rights. The mission is carrying an international docking adapter that the ISS would have received last year if not for a Falcon 9 breaking up on launch. As you might gather, SpaceX really can't afford to lose that part a second time -- it'd not only hurt the ISS' supplies, but cast doubt on its attempts to improve reliability.

Update: Following a successful launch, the critical docking port part is now on its way to the ISS. To ice that cake, SpaceX also landed its first-stage Falcon rocket just a few miles from where it launched at Cape Canaveral Air Force Station, marking its second successful ground-based landing. Hopefully we'll get footage of that soon, because we're still not tired of those landings at all.