Exactly. And in a dense city like NYC, many customers wouldn't have a clear line of sight to the sky anyway. You could install communal antennas/receivers on building roofs, but at that point you might as well just pay for fibre or terrestrial mobile broadband.
There may be niche customers in cities (data redundancy/resiliency etc), but in general, the biggest advantage will be for rural/remote customers who currently pay above the odds for substandard service.
I think they'll just make it more expensive than internet in cities. That way it's still the best option for rural areas without attracting too many customers in cities.