Isn't this just called starting a business? Don't get me wrong it's very cool but this just seems like the thing people should do when there isn't enough competition in the market
He did start an LLC but it's not a business in the sense that he's hiring a corporate structure around it or kicking up VC funding, or even trying to make a profit. It's admirable because how many other ISPs can you point to with this model? I can't think of any.
Most small local ISPs are like this, a labor of love, not something who’s singular purpose is to make the owners unimaginably rich. Cruzio, in Santa Cruz, and MonkeyBrainz in San Francisco come to mind.