Some European launch officials still have their heads stuck in the sand

There was a panel discussion at a space conference in Singapore 11 years ago that has since become legendary in certain corners of the space industry for what it reveals about European attitudes toward upstart SpaceX.

The panel included representatives from a handful of launch enterprises, including Europe-based Arianespace, and the US launch company SpaceX. At one point during the discussion, the host asked the Arianespace representative—its chief of sales in Southeast Asia, Richard Bowles—how the institutional European company would respond to SpaceX's promise of lower launch costs and reuse with the Falcon 9 rocket.

"What I'm discovering in the market is that SpaceX primarily seems to be selling a dream, which is good. We should all dream," Bowles replied. "I think a $5 million launch or a $15 million launch is a bit of a dream. Personally, I think reusability is a dream. How am I going to respond to a dream? My answer to respond to a dream is, first of all, you don't wake people up."