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Who says they have to lose money? Call it "rural DSL" or "small town DSL" or some such, and charge $100 a month for it. They'll get plenty of takers in areas where satellite and ISDN are the only alternatives. But they should make it available in areas where it is technically feasible for them to do so.
They don't really want broadband. They want
cheap broadband. If broadband were truly a necessity, they could easily have T1 line installed to their homes in a couple of weeks. They want their three megaton DSL for 30 bucks, and that won't make them happy for long.