What is the schtick with HVAC companies and marketing firms?

To make a long story short, our trusted HVAC guy (family friend) passed away within the last year or so. The business was sold to a new outfit here locally. Since we were customers, it seems the new guys have started the marketing blitz to inform us that they are "partnering" with the previous company. Not sure how they can say partnering when the bought it outright.

The problem I have is this new place seems shady. They say they're family owned but their marketing looks a little too good for that. I seem to have been seeing a lot of marketing companies for home service that center on leads and paying for leads, selling leads, and a lot of things that give me the feeling there's some sort of Grant Cardone/Pyramid scheme type stuff going on. Same for Roofers, Car Detailers, Tint Installers, etc. These business seem like the are not independently run but are all part of some incubator/tech scam or are thinly veiled PE run businesses. Does anyone have any insight as to why these feel so suspect?