The nice thing about this particular spectrum is it will go through trees, walls, and just about anything for a long distance from a central broadcast point. So the cost of deployment is reduced because one central broadcast station will cover a large area and the cost of setting it up and providing internet access is spread over more customers. This is all contingent upon local providers being able to gain access to the spectrum in their area.
Google started a discussion about this spectrum and tried to influence the FCC to require the purchaser of the spectrum to provide access to third parties at wholesale prices. I am not sure what wholesale prices means but to a company like Verizon it means another chance to gouge anyone who wants put up the amount they will arbitrarily come up with.
I think if some company is going to rent a piece of this spectrum in their area it should be cheap, cheap to the point it is a negligible expense in the operation of an ISP's costs to provide internet access. The telcos like to promote themselves as service providers. If one of them gets this spectrum let them do a real service to this country and provide cheap access to everyone who is willing to do something valuable with the spectrum in their area.
Each election cycle politicians have spouted crap about bringing broadband access to rural areas. First of all, I do not think they really know anything about the business and the technology. Secondly, they have ignored the large group of small companies that have already been providing broadband access in rural areas. Finally, they have been all to happy to take money from telcos that maintain a stranglehold on access out to the internet by charging too much for broadband circuits to carry rural traffic to the internet.