You could argue over the definition of 'effective' in this case but I don't think it'd be a matter of whether the market was big enough. Plenty of companies and

You could argue over the definition of 'effective' in this case but I don't think it'd be a matter of whether the market was big enough. Plenty of companies and countries want payloads delivered and there is choice of suppliers (again we could argue about how much choice is 'true' choice). My guess is the market friction is political. ISRO (the Indian space agency) has been cheaper than ULA for years, but my suspicion is that the USA wouldn't consider using them for political reasons.