A while back I'd worked with some people who wanted to put on an LPFM. Their tower location would have ensured that the main service lobe would cover the COL's downtown. In fact, iIrc, it would have covered the entire community of license.
Then, someone interpreted an updated LPFM ruling (and apparently did so accurately) as the main signal having only had to cover -- a choice! -- either 50% of the COL's land mass or 50% of its population.
Well, fair enough. The main signal did both the old and the new relaxed rules. I'm speculating here, but it seemed to me that 'big radio', wanting a more prestigious COL than their former mailbox was, got that old rule relaxed somewhat. Especially with commercial Class A stations. Also, iIrc, the main signal did not have to cover 'the downtown' to legally claim the improved digs as the official COL.
Anyway, I idly got in touch with an FCC-licensed consulting engineer about the COL rules for an LPFM. He literally shrugged it off as unimportant. From what I gathered, the COL mention and the honesty of the approach had everything to do with the location of the group who applied -- not the COL.
Corrections welcome!