I wonder if we miss the point, when we think of suborbital flight is a thrill ride. The suborbital up and down thing my not be the goal. The goal is a fast trip from UK to US or UK to OZ or the like.
There my be some people who will spend there money to take a thrill ride, and some that will win contests and prizes for the same. But there is business in people who can justify a time saving trip and have their company pay for the trip. (and get to go to the edge of space).
Remember lots of people payed to take flights with barn stormers, just to ride in a plane. It was the business traveler make air travel profitable.
It my not be Space Ship 2, but suborbital flight is not just a thrill ride, it is the next generation in fast executive travel.