Between the entry of the big mobile carriers into home internet with 4g/5g, and new lower latency satellite internet providers like Starlink, the landscape is a

Between the entry of the big mobile carriers into home internet with 4g/5g, and new lower latency satellite internet providers like Starlink, the landscape is about to become dramatically more competitive. 4G coverage in rural areas varies widely, but satellite internet is everywhere, and the existing ISPs will have to improve if they want to keep those customers. You'll theoretically have a smaller town go from having 1 traditional ISP to having that plus Verizon, ATT, Tmobile/Sprint, Starlink, and any other sat providers. That's a 5x increase of options.