Also to match costs, you have to look at the payloads and the distance to space.
Falcon 9 - $56M - 4.8 metric tons to GTO
Falcon 9H - $135M - 21 metric tons to GTO
Atlas IV/V - $160M - 7 metric tons to GTO or 21 tonnes to LEO
Ariane V - $200M - ? metric tons to GTO
http://spaceflightnow.com/falcon9/007/131124commercial/#.U1q...
These other companies justify the higher price because they have a better track record. If you're a military customer and your payload needs to get to space, you probably will choose the "safe" bet. Its a catch-22. SpaceX needs more flights to prove their record, but they can't get more flights because of their record.