Right. The problem was his misconception with society on the side of the errand runner. All he seemed to have experience with was the exec who has tasks needed to be done.

On that note, something like this in a society with very high unemployment and a large casual labor market could possibly do well (granted, people were wealthy enough to own smartphones). My partner's family in India would constantly go through servants/maids/gardners/etc because there're so many people willing to work.