I hate to sound like I know everything about just mowing. Not the case.
If you go to the mowing managers page.. If it is up... You can seethe business model of managing lawn routes for solopreneurs. They likewise turned their crew members into owner operators.
If I had to label them now. They are no longer in the mowing industry. They are in the software/marketing/management business.
Integrity. Service. Excellence.
Whole buncha crud