Starlink is now kind of a global baseline that ISPs have to compete against regardless of location. In rural areas it's very reasonable to expect 200-400mbps downloads and 20-40mbps uploads for $120/month. A bit pricey but it's a level of service that DSL and GEO sats can't even think about matching, so companies have to build cable, fiber, or 5G towers if they want to have a comparable offering.