My comments describe the typical playbook for VC funded companies going into a market place with a well hated incumbent.
The cheaper services that Caretaker currently provide are subsidized by private capital and only will provide a positive return for that private capital once they have a dominant position in the market at which point they have the power dynamic to raise prices.
My comments look to the longer term future and take a quick look at whats getting replaced. There is no supposition that the broker solution is better - more that the Caretaker solution has a predictable playbook in which we will see if the long term solution is indeed better.
The value that was accrued across broker (As hated as they may be) provide some jobs, the value in caretaker accrues across some staff but mostly rolls up to the investors - providing it is a successful outcome.
Consider that perhaps Caretaker is taking customers from brokers because they actually provide a better and/or cheaper service. Maybe the positive comments aren't a short term buzz but instead good reviews of a good product.