This doesn't seem a long-term take. Historically pricing was based on vehicle cost because the vehicles were expended. With reusable vehicles the companies can

This doesn't seem a long-term take. Historically pricing was based on vehicle cost because the vehicles were expended. With reusable vehicles the companies can make a handsome margin well above launch cost (and covering the fixed up front research) that is much lower price than vehicle cost. In the same vein that an Uber ride costs a bit less than buying a car. This isn't idle speculation; SpaceX has already made clear target $/kg pricing for Mars delivery that incorporate vigorous reuse.