["The Journal of Rural Health, Volume 42, Issue 2, Spring 2026. ", "\nAbstract\n\nPurpose\nThis study aims to describe how rural residents in Georgia (USA) perceive for‐profit health care and the impacts on rural patients and their communities.\n\n\nMethods\nResearchers conducted interviews with adults residing in rural Georgia counties (determined by residence or work in counties designated as fully rural by the Federal Office of Rural Health Policy (FORHP)) and analyzed participants’ perspectives for themes on for‐profit health care models in rural areas. Methods cohere with SRQR guidelines.\n\n\nFindings\nAcross the dataset, four themes captured participant perspectives: (1) acknowledgement of the difficulty of operating rural health care facilities; (2) ambivalence about the commodification of rural health care; (3) advocacy for more government support of rural health care facilities, providers, and patients; and (4) mixed views about the professional autonomy, work–life balance, and burnout of doctors working in doctor‐owned practices. Together these themes highlight the complex interplay of ethical, financial, and practical considerations shaping rural residents’ attitudes toward for‐profit (and especially private equity‐owned) health care facilities.\n\n\nConclusions\nParticipants expressed ambivalence about the commodification of rural health care. They were concerned about the consequences of for‐profit companies buying up their local health care services but more worried about those services shutting down altogether. They seemed to adopt a “better than nothing” attitude, though they were acutely aware of the negative impacts of reduced federal support for rural health care.\n\n"]