https://www.cnbc.com/2021/10/26/verizon-partnering-with-amaz...
Why have cell phones communicate with the SAT directly if you can just use the SATs to deploy "normal" cell towers?
It's worth noting that this service is a "good enough" solution at the moment - SMS/app-based text messaging, maybe voice calls, and very limited data. As wireless standards continue to evolve, it'll become more helpful for modern use cases.
They also have a spectrum sharing agreement with T-Mobile (which is how they're planning on offering this satellite-to-phone service in the US), maybe that'll expand to Starlink providing backhaul for more remote towers if it doesn't already cover that.