To me it was pretty exciting after watching what Virgin Galactic did the other day.
Blue Origin landed their booster 23 Nov 2015. SpaceX landed their first booster 21 Dec 2015.
It really is apples and oranges until BO or VG gets to orbit. Rocket Lab is likely much closer to orbital booster re-use than BO or VG are.
Sticking rocket-propelled spaceplane under big aircraft and landing horizontally was also done in 1960s: https://en.wikipedia.org/wiki/North_American_X-15