I don't believe SpaceX numbers and BFR (it will always be BFR for me) is still a paper rocket (Raptor looks good though). But it is still cheap compared to traditional launches.
The problem is: SpaceX has now plenty of cheap, reusable Falcon 9s but not a lot of stuff to launch. There are not that many companies who want to build and launch satellites: it is expensive no matter what and the cost has to be justified. Falcon 9 rockets (including heavy) are also limited in capability: small fairing space and not the most efficient beyond LEO. Also, it may not be suitable for some sensitive payloads (military, etc...).
Ii means that SpaceX has good rockets, they already have the "culture and skills for rapid relaunch" but not enough market for it. So they did the obvious thing: create their own.
As for BFR. I made the choice not to take SpaceX communication into account, it is worthless. Same thing with everything by Elon Musk. I only believe what they show, which is already impressive enough.