SpaceX has entered the market competing head to head with China, Russia, and Europe, hoping to be able offer a better product value, thus increasing consumer surplus above what is currently received from the competitors. As demand continues to increase for space payloads, they are banking on the fact that they will be more efficient, provide better service, or in some way be able to gain a significant portion of the precious 20 - 25 launches per year. As the price to launch cargo is driven downward, no doubt the demand for additional launches will increase. If space budgets significantly change or new technology changes the need for space equipment, among other factors, anticipate the demand curve to shift.
Today's space race...
A recent Space.com article discusses American company SpaceX and their competitive strategic outlook. The article isn't focused on the details or status of sending astronauts to the Moon or Mars, but on launching and deploying payloads, such as satellites, into low earth orbit. This is the space equivalent of today's long haul truckers. In the early 1980's, the US government was responsible for launching most commercial satellites into orbit, but has given up that position and launched only 2 of 38 during 2011 and 2012, according to the article.