However, rramatically improving rockets might be like trying to improve the carriage to get a much faster personal transport, while keeping the horse.
It seems to be the case, that the cost of launching commercial payloads are still "low" enough compared to the cost of the payloads since there are few big budget ventures that tries to make lifting much cheaper through alternative methods.
I'm not saying that space elevators or other alternative lift devices are feasible, but we tend to get huge investments even into tech that seems absolutely implausible if there is a big market. The lack of these makes investments makes it plausible that the current launch costs are actually acceptable for all current, and expected near future commercial actors.