it's not meant to be competitive in areas that have existing reliable and competitively priced terrestrial wire line infrastructure (fiber, docsis3 or docsis3.1 on coax cable, short reach VDSL2 or g.fast on old copper phone lines, short reach WISPs capable of 150Mbps+). it's for areas that have none of the previously mentioned last mile access technologies available to each house.
This also means that, at least for us, 99$ (88€) per month for such a thing is a lot more at the end of the year (+756€). I hope they’ll eventually adjust that price for different markets because at the moment it’s not even competitive in my area.