And well rockets is really a very broad term which not just includes spacecrafts but also missiles.
SpaceX is unique not for sending 'rockets' but it for being the first privately funded company to successfully launch, orbit and recover a spacecraft also the first private company to send spacecraft to ISS.
So yes, Space transport/travel is a luxurious and emerging market.
In what sense? The SpaceX launches were under NASA contract. Neither STS nor Apollo before it was built purely in-house by NASA; most of the parts were built by Rockwell, Lockheed and others. What's the big distinction here? Just that SpaceX was taking a bigger chunk of the failure risk?
SpaceX is more like a privately funded Space Exploration Company. NASA awarded them the contact not to outsource parts like in earlier projects but for SpaceX's design and technology.
Also the NASA contract to send cargo to ISS was one thing of the many SpaceX is doing. So in a lot of sense it is unique. Not sure why you think the ISS contract is the only thing what SpaceX is living on.
But yes, emerging technologies are not something every common-man invests in.