Imagine you are a rocket company planning for the next 10 years to send payloads to the moon. You charge between $500,000 and $2 million per kg. You can carry between 1 and 20 tons of payload per trip.
You wake in the morning and SpaceX has just released their moon delivery price of $100,000 per kg.
Not only that, but they can take around 100 tons per time, and they can offer return payload as well.
Even more alarming, they will be delivering these loads many times per year.
What are you going to do?