Individually it doesn't make much sense. On the other hand, in some parts of the world (I live in Europe and it's normal around here) the operator owns the mode

Individually it doesn't make much sense. On the other hand, in some parts of the world (I live in Europe and it's normal around here) the operator owns the modem and the last mile infrastructure - so perhaps they would do it if the cost of replacing all the customer side modems and cabling + installing the antennas in that area would be larger than installing this simulated ADSL station. Also - you can't just switch 1000s of people in a dense small area to individual modems and expect good performance. There needs to be aggregation. Presumably the last mile station would always have the perfect angle to the base station(s) - perhaps even radio priority.