That's a matter of pricing, isn't it?
Also, won't this primarily be used where very few people roam? Otherwise they could just use the regular land-based LTE infra.
Remember: SpaceX can't just magically offer cheaper mobile coverage globally; they don't own any rights to use 4G/5G frequency bands. These are typically very expensive.
It makes a lot of sense for SpaceX to partner with mobile operators who own these rights but don't utilize them very well in sparsely inhabited areas.