As I understand it, they wanted to offer a high-quality product at high-quality product prices, however if they moved to service the very rich they'll need to offer a luxury product, which would obviously require luxury product price.
Consider it the difference between an iPhone and a 24 caret gold plated iPhone elite (which apparently exists)
No, what they wanted to do is use a sharpie to fix the the defect on a Louis Vuitton bag from Canal St and offer it to an NYU student from Taiwan as a real thing without realizing that the said NYU student's family has hundreds of real bags.
No, to continue your analogy, they wanted to be the Nordstrom of the moving world, not the Saks Fifth Avenue, not knowing that not enough people would use the high-end but not quite luxury service to make it worth their while.
I suppose that's the problem, which he alludes to in his article. Basically we go shopping a lot (well a lot of people do) that's why there's so much market differentiation. JC Penny and Macy's and Nordstrom and Saks and Bergdorf Goodman all offer a slightly different experience tailored to different budgets, and the stratification is very clear.
A truly upmarket experience is a concierge who knows your tastes and scours the stores to bring you what he think you'd like to wear. Just like any sort of suit you can buy in a store is orders less luxurious than a bespoke suit you get made for you on Saville Row.
So high-end medical care is like a really good health plan that covers a lot of procedures. It's good enough for most people, not like the US's public safety net. You pay a little more but the market is there.
The article above is an example of a LUXURY health care service. The consumers really don't care how much they spend, but every time they got the sniffles, they get tended to by the top specialists in the field.
Kudos to the Walnut founders to realize so quickly that they'd have to pivot into the luxury segment of moving, not just the high-end one, as the luxury segment is lucrative, and the high-end non-existent.
Consider it the difference between an iPhone and a 24 caret gold plated iPhone elite (which apparently exists)