I worked for an office cleaning company in 1983. Contracting things like on site food facilities, security, building maintenance, and janitorial isn't new. Maybe the spread of how popular it is vs in house has changed, but it isn't new.
So I guess what I was trying to say was, while it isn't new, it's become so common that one could say that things have basically "tipped".
And it's the idea that this state of affairs is somehow "standard" -- is what's the invention.