It isn't just about loyalty, though, it is about building a relationship with a single provider who can learn your preferences and provide a consistent service

It isn't just about loyalty, though, it is about building a relationship with a single provider who can learn your preferences and provide a consistent service in the future. I get my haircut by the same person every single time not because I think they are the best hair-cutter in the world but because I don't have to explain to them how I like it, they already know and I know they can do it that way, so going to them eliminates 5-10 minutes of explanation and a lot of uncertainty as to what the end result will look like. For the same reasons I agree with crazypyro that "Uber for Massages" (local massages being something people tend to find one provider and stick with them for consistency) is not nearly as compelling as Uber for transportation where all I care is that the driver gets me to where I'm going in a relatively short timeframe and relatively safely.