What's different is that the entire commercial space launch business isn't very big. I think it's been somewhere in the ballpark of a couple dozen launches a y

What's different is that the entire commercial space launch business isn't very big. I think it's been somewhere in the ballpark of a couple dozen launches a year. SpaceX could conceivably satisfy it just by building one rocket and flying it over and over again. (Granted they don't have upper stage re-usability yet, and the Falcon 9 boosters have a limited lifespan, but they're working to get there with Starship.) So, if they want to have a viable business that involves a large fleet of reusable rockets they need to become their own customer to make sure the rockets don't just sit idle. Maybe this sort of thing happens all the time with new companies in new markets. The space launch market though has been around for a long time. To me it seems unusual for an industry that's been around for half a century or so to not be big enough to absorb the excess capacity of a newcomer.