people want bad enough to be willing to pay for it
But people willing to pay and broadband companines willing to provide are two different things. In most cases, public utilities have a much lower cost structure than private enterprise. So they can justify providing service in ares which might not attract private investment at this time. The private providers allocate resources based upon maximising their ROI. And so it might be a while before the most profitable neighborhoods are wires up and they get around to the lower revenue areas. Or perhap never. But what they don't want is to have lower cost providers step in and pick off the marginal territories while they are holding them back.
Wall Street demands earnings growth and, should they lose access to these second tier customers, their businesses might start to look like they are in the 'mature' part of their business cycles. And that's when investors start squeezing corporate boards for increases in efficiency. Like lower mangement salaries, less Hookers & Blow, fewer private jets, etc. Everyone likes to be in a growth market. Nobody (in private business) likes to maintain infrastructure, keep the snow plowed and potholes fixed. But that's what municipalities are good for.
This is why Comcast and TWC wan to merge. It produces high levers of capital activity that investors have a hard time differentiating from O&M expenses. And so upper management looks like they are accomplishing things.