Elon said (at the MIT lecture) that reducing launch costs by 99% was what was needed to colonize Mars with humans, so that's the goal. I have no idea what you think their goal is, but it doesn't appear to be the same.
Okay, I wasn't aware of that, but _he's wrong_. There's a lot of problems required to colonize Mars they're not even working on. The ISS is, but to date no-one's really got any idea what to do about the fact that that people's health deteriorates massively in a few months out of our gravity well.
Getting there is pretty hard too, even if you're in earth orbit.
Ah, I get you, but as I say, it kind of feels like he's working on the easiest part of the problem. Not that it's particularly easy by any normal measure.