Being a dentist in what is considered a rural area, I will tell you that personally I LOVE it, but at the same time it's not for everyone.
In a rural practice, one tends to do more procedures themselves, and rely less on specialists (sure I still refer out ALL of ortho and a good chunk of oral surgery cases that I don't feel like doing) and the the overall "patient vibe" tends to be more relaxed that when I was practicing in "surburbia" right after my residency. When you live in a rural area, you're generally used to having to travel a bit to get to things, travel that people who aren't used to the "rural" lifestyle may think is a major issue, but if you're accustomed to the rural way, you don't think twice about having to drive 10,15,25+ miles to get to something.
As Cold Front correctly stated, in a rural practice you tend to draw patients from not just 1 town, or portion of a town, but from multiple towns in the general area. For example, my practice's drawing area involves patients from about a dozen towns in about a 20 mile diameter area that actually encompasses 3 states, I also don't have to advertise very much, especially compared to my colleagues in larger populated areas, and I have found that my local dental community tends to be much more relaxed and less cut throat than in some areas with higher dentist densities.
A rural practice won't be for everyone, but it certainly can be an enjoyable and lucrative type of practice to have and can provide a nice lifestyle and community to live in and raise a family in as well