The sad part is that the US launchers have not been competitive for 30 years. The only reason why those dinosaurs can even survive is because of ITAR and government/miliatary waste- spending programms.
Obamas programme is aimed to make the US competitive again. Wouldnt it be nice if other nations would book their satellite launches on US rockets again?
For this you need to be competitive first. US launchers are way more expensive than the international competition. That cant work, sorry.