^^^ Exactly this. I live in just such an area (one where Cable and DSL providers successfully bribed local officials to get fiber blocked so the two of them could split the city between them). They're both literally the worst Internet service providers I've ever had, but the only two choices besides insanely expensive celphone service providers.

Spectrum here rolled out fiber when other companies did. I'm pretty sure it is because it is the same subsidized last mile fiber and not because they were inspired by competition.