That pays for itself in 20 years and most of those customers won't have better choices in the next 50. The core of that infrastructure will probably oitlive most people on the team. Sounds like a good long term stable business.
That's actually an example of the very long-term strategies that are common in that industry. There are still active phone lines which were installed over a century ago.
Is goal is increase revenue! Create project to roll out fibre to a new rural community. Sign up all 40 houses in that community at $100 a month.
Project cost $10 mil.
Bonuses and promotions for increased revenue!