The shuttle's promise (inexpensive frequent launches) never materialized. Instead it was an incredibly complicated and expensive system to operate, launch, service, and recover. SpaceX's approach is to take the approach that's cost-effective and simple (but no more simple than necessary) and then to try to iteratively improve it to achieve reusable spaceflight. The "works like an airplane" thing is a great strategy if the thing can take off and get to orbit like an airplane, but to this point we (humanity) have not had the technology to produce a single-stage-to-orbit reusable spaceplane. Once we have to stage it and add boosters of various sorts, it quickly has all the same problems as a "traditional" rocket, but with all of the added complexity of a space plane. The Skylon approach purports to tackle this, but at this stage is more fiction than science (funding aside, there's a long way to go).The Energia (Russian shuttle) program originally planned to have a system like the Shuttle with even more of the rocket returnable to launch site (boosters/core stage (Energia had the "main engines" on the tank rather than the orbiter)) but also abandoned that plan (and indeed the entire program, shortly thereafter).
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