Because it is deceptive to label something a 'service fee' which most people would assume to be charges for services rendered by the feet on the ground. In oth

Because it is deceptive to label something a 'service fee' which most people would assume to be charges for services rendered by the feet on the ground. In other words, it is, by way of social conventions, implied that the money goes to the 'chimp in a grocery store' doing work on your behalf. There is nothing wrong with them adding fees all day every day as long as it is made clear to the customer that said fees are not actually benefiting the actual service provider and consumers opt-in to this transaction. The shady part here is where consumers THINK the services fees goes to the service provider when actually it goes to the broker.