For starters, NOBODY has taken anything as large as the first stage to space and landed it under power on earth. This is absolutely a first.
Secondly, they have the cheapest launches going. Why? Because they automated heavily. That has not been done.
Thirdly, no escape system has been a pusher system ever before (though boeing is attempting it as well).
Fourth, no capsule has landed under power on earth. If he succeeds at that, it will be a first.
Fifth. nobody has successfully launched a rocket with 28 engines. If Falcon heavy succeeds, it will be a first.
Sixth, nobody has built a full-flow staged combustion engine using methane. SpaceX is working on just that, with raptor.
Now, do not get me wrong. I support NASA, as does most ppl from SpaceX. BUT, to claim that SpaceX is not doing anything innovative, is just as wrong as those that knock NASA.