What's new apart from the web front end? I thought every city has had businesses like this for years. Here in Scotland, we have a number of 'Waterless' car cleaning services who will come to your home of place of work.
Related, regarding Uber: "It always surprises me how easy it is to wrap an existing product in a smartphone and persuade young people that it's something new. Manhattan bankers and lawyers have been taking black cars home from those perilous downtown dinners for decades, a necessity since the city has fewer yellow cabs today than in 1937 and important men in suits can't ride the subway after 8:00. I guess the current batch of clueless nouveau riche yuppies was terrified by the prospect of calling for a car and is very excited that they can now text for one." - from http://felixsalmon.tumblr.com/post/15253035246/it-always-sur...