LockMart and Boeing and the ULA make their money selling launches to private and government clients too. (McDonnell Douglas was bought out by Boeing nearly fifteen years ago.) So they also have every incentive to make their boosters as reliable as possible. SpaceX is no different than those companies.
Seriously?
LockMart and Boeing are huge, huge, bureaucratic companies with dozens of divisions and thousands of products and tens of thousands of customers.
SpaceX is a small, highly-focused and driven start-up company with two products; the Falcon booster and the Dragon capsule. Where the CEO, Elon Musk, probably knows all the engineers by their first names and probably walks the floor on a regular basis.
The CEOs of LockMart and Boeing are probably lucky to know the names of all their division managers without a cheatsheet.
And you see no difference between them.
Again, SpaceX is no different from the others - their boosters don't need to be any more reliable than their contract requirements require either.
Except the Falcon booster was designed from the beginning to be reusable, which means it was designed to be extra reliable. Unlike a disposable booster like the Atlas.
(I.E. you can damn well bet their launch contracts do not accept full responsibility for anything but "attempting" a launch. They'd be fools otherwise.)
SpaceX has an "Indefinite Delivery/Indefinite Quantity" (IDIQ) contract with NASA. My understanding (and I could be wrong) is that that calls for deliveries, not attempts, not launches per se. Of course each delivery is a launch so the difference is partly semantic.
They're all pretty much ignorant of how little experience we actually have designing boosters and how much it costs to add each decimal place of reliability.
That's the NASA mentality, just build it "good enough" and then inspect, inspect, inspect for reliability.
SpaceX is approaching the problem from the design perspective, like the airlines. Design for reliability, like an airliner, and then perform regular, scheduled maintenance.
I understand the concept is foreign to traditionalists.