I don't think they're competitive anywhere a halfway decent terrestrial option is available. But there are enough places where those aren't available to get them 10 million customers and growing, which is enough.

If I were them, my big concern would be getting overtaken by the buildout of cellular connectivity. A good 5G connection could be competitive. But if their direct-to-cell stuff works out, we might see the opposite: rural cellular infrastructure stops being built out or even diminishes because it's cheaper to provide coverage by satellite.