Correlation != causation. Only recently has mass media decided to push tech billionaire's pet projects as "space news", that's is all this shows. There are dozens of other arguably more significant space projects flying under the mass media's radar.
SpaceX's launch cost is already about $60 million in expendable mode, so your comment about bringing it "down to $60 with their reusable technology" makes no sense to me. If they pull it off, the cost might drop to more like $10-30 million.
A rocket that costs like an expendable launcher but can be reused will be a massive game changer, not "just another incremental improvement." Maybe all the changes needed to get to that point are incremental, but that doesn't mean the result won't be huge.