Oz have you been to Woodwards in St.Louis? I know Dan was really impressed with the way they took in rugs, now it could be you guys or others here do the same but it was news to me.
Now I know it's the big machine and not the boutique cleaning all you rug snobs like, but it was the business end he was impressed with. He said it's like when you take your car into the dealership for repair, they had stations where the rug was dropped and open up. The rep would measure it, evalute it for cleaning making note of the condition and then photograph and then sell other services, repair, protector, moth proofing and finally price it.