It's pretty cool actually -- they come to your house and in 45 minutes or so, you've got a freshly groomed pup!
The part that really sold me was how open and candid she was about things, and how she seemed to genuinely enjoy working with animals.
We have a little shih-tzu who's quite skittish about new people. In shopping for groomers around Anchorage, I've found him cowering and crying when going back to the big-box stores which makes me a bit concerned for his well being and him being left in a cage all day when there. This 100% eliminated that possibility, and he (oddly enough) was excited and all happy after his trim. That sold me for life.
Pricing seems to be comparable to the big box stores "out the door" price (not the one they quote you on the phone, as I've always had hidden costs / fees). For what I had done, it was $85.00, which is $10.00 more than most groomers - but you get what you pay for. There was no hassle on my part, no gas to drive him or pickup.
The only con I have is the difficulty to contact her, but if I had to guess - I'd attribute that to her work schedule. (I'd imagine it's pretty difficult to answer every phone call when you're trying to detail a dog's fur from a mobile shop by yourself).
She returned my first call the following evening to set up an appointment, and is now on a set schedule every 6 weeks for a trim.