I think the flat pricing model might be a marketing gimmick...
As bandwidth gets oversubscribed, the 'fixed price plan' becomes the basic service tier, and he can charge extra for 'speed boosts' that make it faster. This then becomes a self balancing market - the more users there are in a region, the more will have to pay for boosts to get acceptable speeds, which effectively increases the price and makes some users consider other competing services.
Each 'speed boost' could cost $100/month, and be sold as 'it's just like having two starlink accounts and having the speed of both combined'. The dish could be color coded (white, bronze, silver, gold) to indicate 0, 1, 2 or 3 speed boosts as a status symbol.