I think this kind of service in more popular in some cities than others, but I've also noticed that the "bread and butter" for a lot of these companies is commercial contracts with apartment complexes and HOAs that 'offer this service' to members (e.g. make it mandatory but also negotiate bulk pricing out of dues). I've never done it but I see there's a company doing it in my city now, maybe I'll give it a try when summer heat really amps up the smells.
Trouble is I bet the members get undercut by people who don’t care about any of this as most councils don’t have have enough (any?) inspectors to ensure everyone plays by the rules
I do this with our bins in San Francisco - partly for the compost bin which gets gross compost slime in it and partly because we have a dog and tons of poop bags make it into our trash bin. Typically just tilt them over onto the street, get the hose on a high-pressure nozzle and give them a good rinse. Maybe once per year take a broom and give them a scrub with some lemon Ajax to get the crusties off. I'll do ours and our neighbors in order to have the garage smell a little better.
FWIW, San Francisco also has bin washers with the fancy machines. They come by on your garbage day, so you just leave your bins out a little longer than usual.