Clients have needs and are willing to pay for the services required.
Rich people also have drivers. That doesn't mean they can't drive.
I wouldn't be so confident in the personal virtues of wealthy people if I were you.
The moral problem here, at least for me, is intentional deception, users of such a service actively pay somebody to lie to another person. That sounds like a great start for a solid relationship. The article makes is pretty clear that she hides her client's emotional baggage, which in principle is what most people do but how is she sure that transfers to the situation where the client actually meets the other person? Having a few thousand quids disposable might as well mean the client is desparate or simply inapt at social interactions, not sure why that would magically mean the exact opposite to be quiet honest. Being "nice" can hardly be considered a necessary prerequisite for making money.
As for the permanent measures you bring forward, it's not like even modern and progressive societies aren't still split on purely esthetical beauty surgery. But then again that's an odd example because that's people's own choice and permanently changes their own looks so I do not really see how that really relates to the service debated here.
If you see it as a service, sure, if you are very successful and don't have time that someone literally has to manage your dating, then more to you I guess...
On the other hand, for people who are bad and incorrigible at self reflection, a serious matchmaker who knows you well can do a good job in finding you a suitable partner. But somehow I distrust this kind of online service, and that's me. "Local" matchmaking seems to be working in smaller communities.