Startups that make interactions with businesses less anxiety-provoking tend to get my money.
Take Uber for an example: there are Taxis all over SF. But hailing one is intimidating. So I'd rather push a button.
The difference in fees don't matter much to me. I'm paying Bay Area rent, remember! The money I spend on laundry and taxis and food delivery and whatever is basically a rounding error - too small to meter.
Still. $800 over 2.5 years vs $9K over 2.5 yrs.
Or, to be a tad more accurate, $0.76/load vs $25/load.
That's an interesting meter you have.
In the same way that I know I can cook dinner at home for just a few dollars, I still go out to restaurants several times a week and spend $20 or more on a meal. Sometimes I'd juat rather not cook, and I won't really notice the difference in the price, at least not in any long-term sense.
Same's worked with home cleaning. Established dinosaurs aren't moving quickly enough or don't understand what users want in sites/apps in many cases, IMO.
I would expect there to be others in other parts of the city. I could be wrong :)
--edit-- It looks like they've been doing it for 21 years!