Wrong. The "rules" are set by the customer in this scenario. If they aren't followed the customer (government) is perfectly able to choose another bid (provided pork seeking senators allow it). Thus, this is not an Uber situation where the customers don't know/care about the rules that competitors are legally forced to play by.
The difference between new and old "space guys" is how they choose to follow rules set by the customer. In one case, decades of lobbying has resulted in unwieldy bureaucracy that only works when money is no object. The other case started from a blank slate with the goal of serving more than just one customer. Boeing can change it's process whenever it wants to.