He's just one of many pitching this idea. Between FB, Google, and Space X, how much "coverage" will there ever be? Yes, FB, and Google aren't satellites. And then we have the UN jumping in with it's initiative to connect everyone by 2030 or 3030 or whenever they actually decide to push it. Since no one but Google is actually testing and no one has actually deployed any of these scheme operationally, I can understand why there would be a "no" to any contract or sort of plan by a company.
Maybe if one or more of these companies actually launches and proves the tech, then the ground based ISP's might consider it.