I'm going to guess there's a very specific target market for this, 'lazy' people with a lot of money who don't really do a lot of research before they buy stuff. They are aware of climate change and the need to reduce emissions and have heard of heat pumps as a solution. They've already installed solar panels through a similar service that made the process seamless. They don't want to spend hours calling contractors, getting estimates and selecting someone who is trustworthy. They've bought the same brand car from the same dealership for the last 40 years or so because it's familiar and has worked every time.
There's a massive group of people in the 50-70 age range who are like this. But there are also plenty young people who are like this. Heck, I almost paid quite a lot more for my bathroom than necessary, because of the convenience of the store also installing the bathroom. This meant no need to find a decent contractor (there are many awful ones over here).