There are plenty of ceo/founders who would consider themselves not responsible for doing the dirty jobs that make a company work, particularly on a holiday such as thanksgiving (in the US, a very family-time centric holiday)
The model appears to be centralize lead generation nationwide, pool support resources, and then price below market. In some cases that pricing is a result of VC subsidization of middle class customers. Longer term it would have to be through operational efficiency gains.
What makes this easier to stomach is the poetic justice of contractor "leakage" eventually killing the business.
Lead acquisition at a mom-and-pop agency is the 10% project of the owner or office manager or, at best, a local SEO/AdWords/etc agency. The platform companies, by comparison, can totally hire ten people with skills superior to mine to do it, as their only job.
Mind you I'm also not sure that the national chains are a particularly great product for consumer cleaning. I used Merry Maids for a while and thought they were meh. That's an anecdote but the reviews aren't great in general.
Now I have a regular housecleaner who my neighbor recommended and she's great.
Frankly, I failed to see (and still fail to see) what was disruptive about their process. They were essentially competing in a close to perfectly competitive market (with some minor level of differentiation).
Contrast that with Uber, who was able to capture most if not all of the Schumpeterian rent.
Anyways, who picks up their phone and fires up an app to demand that someone comes over and cleans up their house, right f-ing now!
I also suspect that the "on boarding" process of learning to clean probably didn't filter out the candidates that were really passionate about the business so much as it found the ones that would put up with just about anything. I don't know too many top tier developers that would do that. I do value the concept that everyone should understand the dirty work but this particular case might be outside the useful realm of that.
In my opinion, a sane business starts out with the CEO/founders doing the actual work, and only after a great deal of expansion does it reach a point where upper management can think about being disconnected from it. I guess massive VC funding allows companies to skip straight to the second part.