Different incentives = different goals. SpaceX <i>had</i> to cut costs down to even be remotely competitive, and they had the benefit of starting from scratch, with no prior commitments in design of machine shops, etc. and with access to several decades worth of spaceflight experience.<p>And they have a drive, too. Mars is not a marketing story, Elon seems to <i>really</i> believe in doing it, and a lot of people at SpaceX buy into this vision.