NASA is in charge of space exploration and space science with a budget that can really only handle one. In addition, politicians and not engineers run NASA.
First, the idea of access to orbital launch on the open market, for almost anyone with enough money to buy. That has been around for quite some time.
Second, the idea of a launch vehicle built on a company's sole initiative and designed to service the commercial market, in contrast to a launch vehicle built on a government contract that is later adapted to also suit commercial use. This is no small thing and it is something new that SpaceX has done (on this scale at least). This is the difference between selling flights on surplus B-17s on the market and building a 707.
Third, the idea of commercial manned spaceflight, which is not yet quite fully in existence despite some few early examples but which will likely have a big impact when it becomes more real.