Of course what they offer over those "long long rural runs" and what they can actually provide are two different things. DSL performance decreases with distance rather dramatically..
That's what I thought, but my friend out on the sheep farm in the next county says he gets 3Mb just like I do in the village three blocks from the CO. (Yes, he knows what he's talking about.) They must spend a lot on repeaters and concentrators.
R's, John