Comparing the price of the Falcon 9 with the Atlas 4.
Today’s launch was conducted aboard the “plain Jane” version of the Atlas V, the 401, which has no strap on boosters, a single upper stage engine and a 4 meter fairing. It was originally awarded to Lockheed Martin Commercial Launch Services in 2007 for a $124 million fixed fee contract. By contrast the first NASA science launch awarded to the SpaceX Falcon 9, that of the Jason -3 satellite for 2014, was for $82 million. With current pricing for similarly equipped Atlas V 401 vehicles for NASA launches at roughly $150 million, based on awards from 2011, the difference is hardly trivial.
In other words, Falcon 9 is almost half the price. No wonder satellite companies are flocking to buy a launch on it.