I think the really useful place to build habitats is in high earth orbit, and eventually solar orbit. To do that it's best to mine the moon for material and put it in high earth orbit. If you focus on a colony on the moon, there's not much need to get the material off the moon. If you want to go to Mars, you need some stepping stone to get there. High earth orbit is a better place than the moon for that.
It is hard to convince most people that colonizing high earth orbit is better than colonizing planets. I've tried. But if you aim at Mars, you give people what they expect, and you have to build the high earth orbit habitats as a stepping stone in the plan.
So, yay, have a goal of Mars. Give Mars lots of press coverage. As long as building habitats in high earth orbit from material mined from the moon is a big part of the plan, I'm happy. Even (especially) if they don't get much outside attention themselves. If Musk tries to colonize Mars entirely from material launched from earth I'll start frowning.