I don't get it..
If you have mining equipment why not just mine bitcoins by yourself and get all the profits? Why share the profits with others and have worry about customer service and payment processing?
We do mine ourselves, but collectively it is more profitable. Because of a significant number of mining service users, we have access to wholesale prices for electricity and equipment. Together, we also share the mutual benefits of this. It's like ordering in bulk from an online store, or buying one online course for several people.