Aren't they going to have the same problem like Tutorspree, that once you have the contact info of a cleaner that you like, you simply work with him/her directly and bypass the (hefty?) exec transaction fee?
With a cleaner you have greater insurance/liability issues. Both in terms of protecting you from theft, etc. and also in terms of protecting you legally if your cleaner has an accident on your property.
hopefully. it's great to hear of rent seeking ventures failing.