And where it isn't PE actually buying up local plumbing, heating, HVAC companies, it's "CRM lead generators" using automation tools to build plausible looking websites/phone number presences that look like a real company, fooling people who are searching for plumbing services in $city into calling them, then funnelling the lead to some local company in exchange for a percentage. Worst offender in this category is probably locksmiths.