Agree. Unfortunately, profit margin with rockets, like cars, leads a manufacturer to want to sell bigger, more expensive vehicles. They're all going for the S class of launchers, so to speak.
There's a developing market for smaller dedicated launchers (instead of aggregating small, unrelated missions on a single rocket), but until someone can make the Honda Civic of launchers, the game is to go big. And bigger, as it were...falcon heavy, new Glenn, etc.
It's tough to read the tea leaves, but Rocket lab is probably the closest to a small launcher. Fingers crossed!