I live in a rural area where broadband service only arrived last summer. We still don't get cell phone coverage or cable, but the local (inept) telephone company finally rolled out DSL without notifying anyone that it was available. We heard that a neighbor had it, called the phone company, and they hooked us up. Other neighbors have called to make sure we really have it after the phone company tells them it's not available in our area. They call back to give them the information that my phone number has DSL, and the phone company then says, "What do you know, we can get you DSL."
There's a whole lot of people out our way, though, who want nothing to do with the internet. It's usually older people who can't imagine it has anything to offer them. Then there's the people who even live off grid (go half a mile up the road from my house and people live with generators).