What's a Renovation Coach?

I recently came upon the concept of a "renovation coach" or "consultant." According to renovationcoach.com, here is a succinct definition:

"[A renovation coach] is a fee-based impartial advisor who assists homeowners and contractors in avoiding the pitfalls typically experienced during the renovation or construction process. We provide guidance, planning, and management tools so both the homeowner and contractor will have a positive remodeling experience. Since Renovation Coach, Inc. has no vested interest in the construction of any project, we are able to be your unbiased advisor and advocate during the remodeling process."

So it kind of sounds like a general contractor, but perhaps with even more handholding and guidance, especially in the planning stages. According to the New York Times, there are approximately only 100 of these such coaches operating today, and they charge between $90 to $300 an hour, depending on the task and where you live. Some also charge a pecentage of costs, but if you ask me, that seems to be in conflict with their supposed unbiased advice.

In my life, I've only done one major renovation- my kitchen (though you could also go macro and lump all the renovations I've done into one project). My kitchen redo needed the services of plumbers, electricians, people to install the cabinets and fix the walls, and others to refinish the floor. It was a big job that I felt I could not handle by myself, because how could I juggle all those parties while I was at work? My solution was to go with a guy who hired all those contractors for me, and I just paid him one fee. Sure, I'm sure I paid more than I would have if I found them separately, but everything went smoothly and I benefitted from this man's experience of knowing what contractors to select. I never thought of him as a renovation coach, though. I just thought of him as my general contractor. Perhaps this idea of a renovation coach or consultant is not really a concept that is new, but rather just a novel nomeclature. There is even a program to train people how to become such a consultant.

What are your thoughts on this type of service? Has anyone encountered one?