Re: Why price yourself below the current market price?
As my colleagues and I discovered the hard way, the current satellite industry is remarkably insensitive to launch costs. That is, all else being equal, they will spend more to go on a booster with a long and reliable record than a new booster that's cheaper. A much lower launch price may get their attention, but for sure nobody's going to spend the same amount of money to fly on an new vehicle.
When launch costs come down radically, satellite costs will also come down, and the market will begin to reach a more sensible level. It ain't there yet.