The way they can make this work is if they

1) are targeting traditional satellite internet customers (ships on the sea, commercial aviation, etc) and

2) integration with 5th generation mobile networks trough wireless network virtualization. Mobile network provider can sell a service where traveling customer pays extra for connection that works in the middle of nowhere. When the device is within normal cell network or WiFi, connection goes trough those networks, when they are sailing with their yacht, it can jump from the picocell in the boat or backpack to the satellite network. At any given time there may be millions of customers who pay little extra for coverage and just few tens of thousands who actually use it.