That end game seems very wasteful and Rube Goldbergian. Why use an 1800s technology as the transport layer when salons, yoga studios, and more already use things like MindBody, which already has an appointments API? I’d honestly be way more interested if this integrated with MindBody, OpenTable, DMV websites, car dealer appointment systems, medical office scheduling systems — all of which already have APIs or at least web pages. But then, saying that you wrote and will maintain some WWW mechanize stuff that posts forms is way less marketable to the general population who see this as magic.

Also, they’ll discontinue it after a year once it gets enough negative press about how it doesn’t work well and loses business for businesses.