You mention that cables are better suited... but that is the whole point of Starlink. Getting cables everywhere is either not feasible or expensive. The rural properties are already mentioned as a very big source of usage right now around the world. But you also have everyone who is using it for some mobile purpose. Whether that be planes, boats, RV's, cars, military, etc... I've even seen people live streaming things using Starlink due to cell towers not giving good enough connections where they are.

While they may not be ideal or people living in Urban areas, they also aren't limited to selling to people who are physically connected by cable like a regular ISP would be.

I think you're underestimating the market here. Especially on the enterprise side when you start thinking of things like airliners, cruise ships, etc...