SpaceX builds and launches one of these for about $50-60 million and a reflight costs them about $20 million. They charge about $70 million per flight. They've made their investment on the first flight and more than double that income on all future flights. Compare that to a new $55 million dollar rocket for every launch, and you see how after a couple dozen reused flights a booster has earned SpaceX hundreds of millions of dollars more than using new all the time.
SpaceX already dominated pricing with its cheap flights before reuse, built on cheap costs from vertical integration and advanced manufacturing processes (plus skilled workforce) but reuse made winning every launch contract even more lucrative and today no one else can possibly match them.
More importantly reuse lets them fly often as they refurb in about a month and have a fleet of about 16 boosters. That lets them hit 3 flights a week when the operation is going smoothly and that is how something like Starlink can be profitable despite requiring over 100 launches a year. The cadence is ridiculous and that could not be had without reuse at anywhere close to SpaceX's workforce sizing today.
SpaceX already dominated pricing with its cheap flights before reuse, built on cheap costs from vertical integration and advanced manufacturing processes (plus skilled workforce) but reuse made winning every launch contract even more lucrative and today no one else can possibly match them.
More importantly reuse lets them fly often as they refurb in about a month and have a fleet of about 16 boosters. That lets them hit 3 flights a week when the operation is going smoothly and that is how something like Starlink can be profitable despite requiring over 100 launches a year. The cadence is ridiculous and that could not be had without reuse at anywhere close to SpaceX's workforce sizing today.