You say they never had the incentive to innovate, and then follow up with but otherwise it is the same rocketry. Those statements are contradictory - either there was market incentive for cheaper, reusable rockets, or there wasn't. ULA couldn't even imagine a world where SpaceX was successful at what they've done, which is a different type of rocketry, and as a result, SpaceX isn't doing "the same rocketry."