Not just 'rural' connections
I think a lot of people have been happy enough with their ~2Mbps connections for general use, but nowadays video upload for zoom/teams etc has meant higher upload requirements, which many 'legacy' connections can't cope with..
A relative lives in a not-particularly-remote village not far from me. When they moved there they couldn't get Openreach's 'fibre', so were stuck with ~1.5Mbps down / 600kbps up. Barely suitable for iPlayer without regular buffering. Eventually the cabinet was upgraded but they were in contract and unable to upgrade at the time. By the end of the contract the cabinet was 'full' so they still had to wait another 3 months before they could finally get ~37/9Mbps.
Meanwhile I'm sat here on a 220/20Mbps Virgin connection, not quite the 350/20 at the office... ;o)