Re: Monster?
Not particularly surprising - it's an expensive business with a load of incumbents. It needed an entrepreneur like Musk to break the status quo. He's spent over a billion $ so far, so it's not cheap, so not anyone can join in.
And of course, there is no demand (at the moment) for a rocket the size of the Saturn 5 (which, BTW, is by far the most amazing piece of engineering I have ever seen in the flesh - well worth the drive to see it)