The thing is, competitors are going to have to catch up on satellite tech, user terminal tech, and launch costs.
Launch costs are the thing. It's a huge advantage for SpaceX, and they've got at
least four or five years to push that advantage -- and they will.
But the other tech? It's cheaper for the second-mover to reach equivalent tech, or even surpass it, than it was for the first-mover to initially develop it. The second mover hires experienced talent and does as much reverse engineering as they can. Having a head-start doesn't count as a first-mover advantage, so long as the second mover can catch up (enough) on a reasonable timetable. You can be sure that every other LEO internet company has bought starlink terminals and torn them apart. They won't necessarily leap-frog SpaceX, but their development costs will be lower and profitablity sooner. The thing that typically gives a first mover an advantage here is patents -- you patent
all the ways to do something that you can think of, then tie up anyone who tries to follow with lawsuits. I don't think SpaceX will utilize that particular first mover advantage. Or at least, not heavily.
They will also be fighting an uphill battle on branding and PR, because by the time anyone has a competitor operating literally everyone, everywhere will know about Starlink. I also suspect competitors are going to have a hard time getting spectrum allocated, because Starlink will be able to tell governments, "you can either give them some spectrum and maybe have a network in a few years, or give up spectrum and we turn it on tomorrow" (the satellites will necessarily have to be able to handle very wide range of frequencies to cover different countries as they orbit). I could also see a lot of countries giving Starlink exclusive licenses for LEO internet, because it's one of those things that makes sense to be a regulated monopoly rather than competitive. It's something I'm sure counties like France would hate to have to rely on a US company for, but they also definitely aren't going to have the money to put their own constellation up. It will be a case of jumping onboard Starlink or getting left behind.
None of that sounds likely to me. Governments take a long time to free up spectrum from lower-importance uses. They're not just going to have it sitting around waiting to hand over to SpaceX as soon as it's needed by them. By the time the spectrum is available, any second movers may be far enough along to bid on it. SpaceX may outbid them in some countries / markets, but I don't think any government will have a
preference for giving spectrum to the current market leader just-because. Governments like competition, unless politicians are paid to think otherwise. Do you think SpaceX is likely to spend big on lobbying to ensure they get a preference on future spectrum offerings?
If France has two US-based companies to choose from, they're going to license additional spectrum to SpaceX over second-mover because why?
As for SpaceX getting all the free-press, sure, they will. And all the hit-pieces too. Once second-mover's constellation is running, yes they have to pay for advertising, but they have a simple pitch: "Like Starlink, but Y", where Y can be anything from "Not run by that asshole Musk" to "$5 a month cheaper" to "Without those growing pains that everyone reported on about Starlink (but which were solved two years ago)".
Investment-wise it's also going to be a much better bet to jump in bed with a successful Starlink than to dump the billions necessary into the second or third competitor, because traditional satellite communication companies have all gone bankrupt one or more times.
They'll invest in both, to the degree they're able. SpaceX has launch cost advantage, no doubt. Others will have a lower-dev cost second-mover advantage. If SpaceX kept their launch cost advantage, but someone else had already pioneered the LEO internet market, then as a second-mover SpaceX be in a better, not worse, position.
My guess is that in 10 years we'll have Starlink, some second rate competitor that has a tiny marketshare and is barely making money if they are at all, and then China.
I think we'll see low profitability for both SpaceX and its competitor anywhere that they are directly competing and there is sufficient bandwidth available to meet demand. LEO internet is ridiculously heavy on fixed costs, but once you've sunk your money into launching the constellation, it's tempting lower your prices until the birds are operating at full capacity in a given region. So long as everyone is capacity-constrained everyone will stay fatly profitable. As soon a capacity exceeds demand in a particular region, prices will plummet. That is, I think competitor's revenue will fall in sync with each other, it won't be one gets rich while the other starves.
In more urban areas, where there just isn't enough spectrum to satisfy demand, both will remain profitable indefinitely.