What op described, changing the Nash equilibrium.

For SpaceX, there was a status quo, SpaceX came in with radically different manufacturing ideas and changed the game. And then when they were done with that, with a profitable model, they did it again with reuse.

For Tesla, the Model S was sold at a profit, per unit. If they'd stopped there that would still have been a game changer (see all the companies working on EV).