I think this shows a confusion about what part of the problem he is solving: He is solving a MARKETING problem not a DELIVERY problem.

Yes the cleaners are probably not doing anything differently than they normally did. BUT:

-the cleaners had problems finding clients -clients had trouble finding good cleaners

If you've ever tried to find one of these folks, it's a total PIA. Basically it involves asking your friends or posting to craigslist and then wading through a bunch of crap. This is easy - find and pay online!

If you're against "extracting value" here, you should also be against grocery stores. Surely they are robbing the poor farmer by linking buyers and sellers?