Look. I'm very happy for the persons in rural America, Canada and other first world countries finally getting the service. And $99 USD per month seems completely reasonable. Not too cheap, not too expensive... just right.
But unfortunately, $99 USD is a lot of money for the rest of the world (at least third-world countries as they are called).
Look, I live in Mexico, border with TX. The international bridge is literally 10 minutes away from my house, and I get to visit the USA a couple of times per month for shopping and stuff (well, not during the pandemic).
We have lots of ISPs here in the country: Telmex, IZZI, TotalPlay, Axtel, Megacable and some smaller ones and regional ones. But the prices are way cheaper than in the USA: Telmex Is around $30 USD for optical fiber (150mbps) for one of the most expensive plans in their lineup (most people are paying around $15 and $20 USD per month).
And I know Starlink is not competing against regular ISPs, but complementing them. I live in a neighborhood that doesn't cable utility poles (all the cabling is underground) and ISPs won't offer the service here. The annoying part is that the utility poles with fiber are 400 meters away from my house. I can literally see the fiber from my window.
But $99 USD is a lot of money for a regular Mexican person.
Most people in the country are living with around $100 USD peer week. That would mean a whole week of salary for the service (25%). That's not doable at all. How do most people survive with that kind of income? Well, everything is cheaper here. Most cell phone plans are like $10 USD. Services are way cheaper. Same with food.
SpaceX needs to have regional pricing if they want to succeed in the rest of the world. Now, I know the equipment is expensive, and I don't think most people would have a problem making the initial $500 USD investment.
But a recurring $99 USD per month fee would be almost impossible to pay for 90% of the population in developing countries.