Right now, SpaceX can (and does) have access to that limited market by selling off payload on current launches. It's cheaper to just bootstrap on to an existing flight than dedicating an entire rocket to a small mission. If and when the Falcon rockets become reusable, it's very difficult to imagine this series ever being competitive. SpaceX aims for launch costs of $5-7 million when they achieve reusability, putting the per-kilo cost somewhere between $540-700. At that price, these rockets will have to have a total cost of only $350k to match what SpaceX offers.
These people must either believe that SpaceX won't achieve reusability, or their rockets will. Maybe a combination of both?
These people must either believe that SpaceX won't achieve reusability, or their rockets will. Maybe a combination of both?