Yes. They are going for a very different model compared to "traditional" comsats. Instead of launching very heavy, very expensive birds that need to last for 10-20 years (to justify the huge development and launch costs), they want to launch cheap and light satellites that can be replaced much more quickly.

As someone stated above, this all hinges on first stage reuse proving to be viable. If a customer buys a flight and they recover and reuse the booster, it's almost a "free" flight for them.