The gravitational potential energy of a 100kg payload in 100km orbit is 98 MJ. The kinetic energy of a 100kg payload in 100km orbit is 3042 MJ, over 30x more. So surviving reentry from orbit is orders of magnitude more difficult than surviving a straight up/down shot.
Now F9 boosters obviously have a horizontal velocity as well that they need to cancel out, but suborbital and orbital spacecrafts are very different beasts and it's absolutely noteworthy. It's the difference between surviving a car crash at 20 mph vs 95 mph. One is trivial, the other requires a heck of a lot of engineering.