Move just outside that urban bubble and things rapidly deteriorate. I live just 3000 meters outside of a medium sized city (it just barely quaifies as "rural") and I HAVE to use LTE or satellite. Here there is no cable, no DSL, and certainly no fibre. There is fibre 3Km to the west and North, but it is not accessible by anyone along its route. My LTE bill is $100.00 a month, and I use it primarily for business. What I pay for is a DL speed "up to" 25 Mb/s and a UL speed "up to" 1 Mb/s. In practice I usually get 6 Mb/s and .25 Mb/s. Those two little words "up to" mean all of the difference to the provider, because in the wee hours of the morning those are the speeds I get.
So I pay a premium monthly fee for an Internet connection that would be fantastic if it was 1995, and I have a good data cap of 500GB (I routinely go over 160GB). The Bell plan I moved away from was much faster on average, cost only $49.00/month, but had a data cap of 40GB and a $5.00 charge for each additional GB over the 40 GB cap. Running a business, downloading system updates, Linux distros, and installations would have seen my monthly bill with Bell around the $650.00 a month mark. The better symmetry was not worth the overage charges.
Ciompetition, is something we Canucks desperately need. Ironic that Vietnam is better off in this field than we are.