So far everybody's playing catch-up, but there are some innovative rocket companies out there. Blue Origin is finally getting to orbit with partial reusability, Rocket Lab and Relativity Space are doing some cool stuff, and Stoke Space is working on full reusability, evaporative cooling for reentry (using hydrogen fuel for the second stage, which works much better for this than methane), can steer for landing without gimbaling the engines, and has a full flow staged combustion engine like Starship.