It's probably about time they did.
Until recently I lived in a fairly small town of about 1200, with another 2k or so in the surrounding area. It wasn't in the middle of nowhere, only 11 miles from a city and interstate. Yet to this day there are zero landline broadband options. About 3 years ago a fixed wireless provider finally began to offer service, but only to those who had line of sight to the cell tower in town, as any number of trees in the way would block the signal. I was fortunate I could get a good enough signal to get the 'best' package, 5mb down 2mb up. All for the low, low price of $100. :\ At least it didn't have a cap. Before that I was stuck with using a cellular hotspot, taped to the window to get better signal. That of course was $10 per gb.
Yes it's a small town in Texas, so of the people I know there more of them vote R than not. It was incredibly frustrating to hear them regurgitate talking points of how any regulation of the telco/cable providers was horrible, yet complain of how limited their selection of internet options was. It just wouldn't click, even when I would bring it up in the very same conversation.
So now living with a 50/5 cable connection, with the option to go to 100/10, I know I could never go back. It's so nice to not have to chase the kids off of netflix or youtube when I want to game.