For the vast majority of SpaceX's wanna-be competitors, it's an opportunity to demonstrate that they still can't do what SpaceX has very reliably done, about 700 times, over the past 15 years - https://en.wikipedia.org/wiki/List_of_Falcon_9_and_Falcon_He...

Letting them prove their incompetence may be part of Elon's business strategy here. Plus this old trick - "Well, if you offered us that much more money, I guess we might still be able to launch one Falcon for your critical satellite..."