If I was a mobile CEO, my bet would be that terrestrial networks will win in high population dense areas and direct to cell satellite everywhere else. The winning network is going to be hybrid, and the sat network has the power because there is only good one but many terrestrial cell networks.
So the winning strategy for a legacy mobile carrier would be to strike a deep exclusive partnership with @starlink, merge the networks, and mog all the other mobile carriers.
QED?