Yeah, the big problem is that by definition most people live in the places where most people live. Urbanisation is over 80% in Europe and the US (and European countries hold a much looser definition of "urban" than the US).

To increase service to most people, you need to upgrade the entire world, which is expensive.

I'm not 100% sure they are not profitable.

I am. They're reporting a profit right now because theyre calling the cost of new satellites as "investment" and not expenses. In a few years, when every satellite launched is a replacement, those "investments" become running costs, and there goes the profit.