Remember that Nikon has over half a century's experience in space. They've been providing NASA with space cameras since 1971 during the Apollo program and have been the standard cameras on Apollo (Command Module, not Lunar Module), Apollo/Soyuz, the Shuttle, Skylab and the International Space Station. It's rumored that all the major vendors do submit proposals every time a new camera is called for but fifty years' experience gives Nikon an edge in knowing what is needed and how to build and deliver it.
However, the embarrassing one was that some Sony fans released a fake press release that Sony had been chosen as the new Artemis camera complete with photos of executives, fake quotes and a photo of a Sony camera on a lunar-like background as an April Fools post. It actually got believed by some news sources.