These two have a different business case than launch startups. Cowboy and AST are both focused on their satellites (data centers and direct to cell comms, respectively) and a way to launch them.

SpaceX is pulling back from the commercial market, and a big part of Starlink success is the low internal Falcon 9 pricing vs what Amazon and Oneweb pay commercially. Vertically integrating launch can be a huge leg up IF (giant if) they actually pull it off.

Blue Origin has announced their own comms and data center constellations. I wouldn't be surprised if Relativity did the same.