"I've never employed the services of a decorator, or a gardener, or a fencing contractor, or a tiler, or an oven cleaner, and I'm sure I'm not alone in that."
You are right Steve, and I can say the same. We have to remember though that we are not our market! We are trying to get customers from people with greater income, people who simply would not be sticking a rugdr in the back of the car at a supermarket.
As for educating folk, I always point out that letting agents require carpets to be cleaned by professional cleaners, the reason being that they know the difference, they have seen the before and after results of hundreds of carpets. I have pics of the water from where I cleaned a carpet after it as done DIY if they are still not convinced.