Well, it gets trickier.

About 20% unambiguously live in 'rural'. That's pretty significant and a lot of folks that get hit with this are in that 20%.

But 'urban' can be... not very urban. So the example led with NYC, the biggest and most dense city by a wide wide margin. I live within one of the top 50 cities and need to rent a truck on occasion. I'll say for sake of argument roughly the top 50 cities represent areas that are so well served they shouldn't need a truck. Only 15% of the US population lives in the top 50 cities. Only 30% live in cities larger than 100,000 people, if you want to assert that relatively smaller cities 'should' be better served. So 70% of people live outside of cities over 100,000....