Why can't you make money in ISP in a rural area? The business model has always leaned toward more dense areas. That doesn't mean rural areas can't make decent money. Under IC rural routes have always been set up to make around the same profit as a city route. They just have slower growth.
Once growth gets to the point where you are working 11-12 hours a day, it becomes almost impossible to make any more money. Fedex wants you to add a supplemental, and now you need to pay for two vehicles and an extra driver. I made decent money as a single route operator on a rural route- 350-400 miles a day, 50 stops- that took 10 hours plus however long they took to sort HD packages. Then one year, after I had aquired two more routes, I ran a supp at peak, just to keep up, and they started adding Ground stops, and refused to take them off after peak was over. They were forcing me to go broke slowly or try to adhere to the HD contract that said I wasn't allowed to take anything other than HD packages.
Of course, they cancelled my contract with no notice, and then they
had to hire 4 more contractors to replace me once one of those first hired to replace me was fired within a month after he couldn't do the extreme rural route. When your route doesn't border another route, and has National forest on 3 sides, and includes areas like Mt. Ranier, even a high core zone won't support two trucks. My core zone for that route was $125 a day, but I was spending $60+ a day on gas, plus tires wore fast, and oil changes and maintenance was 4 times what a city route might have. And that was my most efficient truck- a short wheelbase Express van. And since I already had over 20% of the HD routes, they would never have given me another route at that time.
Fedex makes up their own rules.