After investing[0] billions per year in traditional communications companies, we still have people where the only way they can get service is by laying the fiber themselves. States have also been trying to invest in expanding fiber, but traditional companies have been just pocketing the money and blocking anyone else from improving things (eg: google fiber).

Starlink seems to be a very cheap option in comparison, even if it has LoS and overheating problems.

[0]: https://arstechnica.com/tag/rural-broadband/