As someone who lives in and travels rural areas (Hocking Hills, etc.) VZW is the only provider worth anything, and with a family plan it's not bad. I know for a fact T-Mobile and AT&T are worthless here.
I always liked the "it's fine in the city and that's where I live" I hear all the time. I feel like I'd rather make sure I had service in BFE. Breaking down in the city is easy. People errwhere. Breaking down on a back road in the middle of the night with no phone service is entirely different. Been there, done that.
I'll stick with VZW.