My own outlook on ChemDry and Homeserve is a positive one.
They generate interest in the consumer and portray a perceived professionalism for our industry. It is upto us to live up to the standards and professionalism they portray.
With this revitalised interest in having their carpets cleaned, some consumers will do their own market research and, if we're on the ball, we'll be in a position to beneft too.
If you are running your business well, your existing customers will not change brands. Just make sure that your standards of workmanship, presentation and ethics are up to the mark. Low cost/low ticket price businesses are less likely to be affected, except for the CD/Homeserve marketing reminder to have their carpets cleaned.
But then again, my glass is always half full

Safe and happy cleaning

Ken