This is good news
and likely only made possible after BT were ordered to allow access to their infrastructure to the competition. This of course includes ducting but more importantly in this case also includes the telegraph pole network, making cabling rural areas much simpler.
As for it being rural areas then good luck to them. It's what people have been clamouring for. I live on the outskirts of Greater Manchester in between the city and a vast rural farm area. I am a VirginMedia customer. Does not bother me in the slightest that someone has the option of faster speeds than me. The 200Mb/s service I get now is more than adequate for my needs.
It's been too long coming and is appalling that private enterprise is managing this when BT are failing to do what they have been tasked with whilst given a huge chunk of the public purse for it.