[jasode]

>; someone in the market for house stuff does expect Houzz to help them buy it (it's not obvious what the deal is). [...] ; many Houzz users are indeed looking to DIY.

Yes, you're right. The user-interface to Houzz website does not make the "professional marketplace" distinction obvious.

Houzz does get revenue from both product companies like IKEA furniture, and Viking and LG appliances, etc. They also get revenue from professional contractors to show up in listings when people search photos for "ideas".

Yes, it's not obvious that 99% of the idea photos that people bookmark into their ideabooks come from professionals to advertise their "services" and not product manufacturers to sell "stuff".