Perhaps their true market will be for industrial IOT devices that need to connect from all over the world.
If I'm selling large HVAC units with cloud monitoring functionality, it'd be attractive to ship units that are pre-connected to SpaceX's satellite network. I wouldn't have to worry about setting up agreements with multiple cellular providers or having to depend on site-provided Wifi/ethernet.
The point is, those devices could very lucrative for SpaceX without requiring as much bandwidth (no need to stream Netflix).