I think it's the Youtubers who claim how easy it is and make claims of making hundreds of thousands of dollars a year doing it. Somehow those videos made it into my algorithm on YT. Everyday for several months I get at least one usually 3 or 4 pressure washing / house washing videos recommended. I'm sure many other people are also. Seems like there are 2 bigger companies spamming Youtube with how to get in the soft washing business and that birthed a number of people who vlog on yt about how great the business is.
Edit: It also has a low cost of entry to start a pressure washing or soft washing company. From what I've seen you can start one for under $500 in equipment and have seen videos of guys using their cars to haul around the equipment and chemicals. So anyone who wants to can get into the business. On a side note I doubt many of them are licensed or have liability insurance. The risk of property damage is super high when running a pressure washing or soft washing business.
Friend's son did it -bought a pressure washer and started cleaning the neighbor's driveways on the weekends. 30 minutes, 50 bucks, not bad for an after work job.
I guess I could maybe imagine paying for that once every other year. But I think people underestimate how damaging pressure washers can be. Lots of folks have torn up their decks thinking they’ve “cleaned” them. People spray pressure washers UP at their house’s siding despite the fact that it is specifically lapped to repel water that is falling DOWN. And while concrete can stand up to a pressure washing, it will begin to develop any cracks you have if you do it frequently.