Fast internet is also probably something they've NEVER had in the first place, so it's not like they miss it. And I really think you're not quite grasping how crappy the economy is right now. People don't have money, and there are very few jobs available anywhere (whether they are in rural or urban areas). I know so many people who are unemployed it isn't funny.
As I said, the majority of my coworkers don't even own computers (or cell phones), so they sure don't care about how fast their internet is.
Oh, and just for clarity's sake, I don't live in a rural area. I'm actually right in the middle of some fairly busy urban towns.