This happened with my house is PA. They came through after securing a franchise with the township. They have a machine that cuts a slit and buries the cable, if they have to bore under a path that's easy too.

When they do these initial buildouts it's free. If someone in the future wants a line, they'll have to pay for it. You're better off on the long run letting them run it, especially if it's their crew. You don't want a buyer giving you grief over it when selling it a few years from now.