I live in a city. Like a large number of Americans, I had one broadband provider available for 20 years. (Something like 75% of us have 1 or 2).
The price was high and the service was bad. I struggled to reliably achieve 20mbs at $80/mo.
Starlink is better than that, and it’s millions of people. 5g home internet is slow to spread here too.
Their market is large.