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It seems that this is aimed exclusively at operators that already have the infrastructure to issue SIM cards et al, and communities that are barred from deploying their own infrastructure but willing to pay for it. A weird use case but clearly aimed at US and AU markets I'd guess.

You need a community that will want to front the cost of laying fiber, and then instead of distributing or starting a small ISP/coop will give that new termination to a telecom giant who will plug this device into their existing billing network to provision their new subscribers with access under the existing plans costs.