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Is it?
To me it seems it’s cheaper to build an antenna to serve 100-1000s of users than to dig and install cables to all of them.
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It depends on what you’re trying to do. If you’re just trying to reach them and don’t care about bandwidth, wireless is the way to go. It’s why more developed countries lagged behind developing countries on the transition to wireless phones. But when you’re trying to deploy shear amounts of bandwidth, nothing beats fiber. It’s incredibly fast, has low latency, and doesn’t get interference.
And I suppose I should say that I think unlimited is a bad idea in general. I favor paying for what I use. People who use expensive infrastructure sparingly should pay less than people use it a lot.