Along the lines of what OP is talking about, part of the problem is that Rails has no service objects, so I have seen a handful of different ideas of what they mean (probably no more than 10).
The one I've seen he most is stuff like `UserRegistrationService` or the like. These things can end up getting scattered and in general, I would rather just talk to the business object, ie, `User.register` which can delegate to a more complex private object handling it. It's basically "inverting" things. The win here is that things are more discoverable (You can look at the user object and see a list of everything it does) and more importantly draws better boundaries. This way the web layer only has to know about `User` instead of `RegisterUserService` and `DeleteUserService` etc.
Again, services can work and aren't inherently bad, but plain MVC can certainly also work.