How it started
Dan Whitlock had been on the tools for eleven years, most of it for a large outfit where the after-hours phone went to an answering service in another state and the jobs came through the next morning sorted by nothing in particular. He took that Willetton call because a mate forwarded it to him at home.
The house had been flooding for four hours. Not because it was difficult, and not because nobody was available — but because at some point the industry decided that answering the phone after five was somebody else's job.
So the whole business was built backwards from that one thing. The phone gets answered by a plumber, at any hour, before anything else about the business is decided. Everything since — the fixed pricing, the published invoices, the twelve-month warranty — has been an argument for why somebody should keep ringing that number rather than a cheaper one.