I ran Chem dry franchises for 13 years in Teesside, where 1st clean is based, 12 years ago i bought 4 terraced houses for 3 grand each, they were wrecks, everything is cheap there, and at £45 he is not the cheapest.
He could easy do £200 a day at his prices, there are 70% rented houses in Middlesbrough, still 30% unemployment on many of the huge estates, and vast amounts of poverty. Many of the people have very low expectatons and achievement of life generally and could not care less except to think they have had thier carpets cleaned well.
In this context, i think most people will see that 1st clean has a viable and sustainable business plan.
In the outlying villages of Teesside there are also plenty of people willing and sensible enough to pay good money for a good service( and a few people with no concept of quality, who want cheap all the time).
Good luck to first, he has a niche and is happy there.