Today, Microsoft’s Brad Smith is in D.C. to announce the company is raising its goal to reach 3 million rural Americans by 2022.

• “Closing the broadband gap will require a focused and comprehensive solution that combines private sector capital investment in innovative technologies with targeted financial and regulatory support from the public sector,” Smith writes in a blog post this morning.

Beyond building out connectivity, the consumer devices necessary to tap into the broadband networks also must be affordable.

• Smith says that 18 months ago TV white spaces connectivity devices cost more than $800. Today, they cost less than $300. As prices continue to fall and demand increases, “the market will become self-sustaining," he adds.

Be smart: Microsoft’s Airband plan still needs a green light from the FCC to make use of all the unlicensed white spaces airwaves it needs to realize its goal.

• And if broadcasters continue to raise concerns — they worry opening up those frequencies will cause interference to their TV broadcasts on adjacent frequencies — the FCC’s decision could take a while.