Ikea charged my mother $85 to put together a bookshelf worth...

Ikea charged my mother $85 to put together a bookshelf worth $75.
AssembleBay work is done at the customers premises.
Not sure about liability insurance but its pretty standard that builders/soletraders do this to prevent being sued.
Best thing about the service as opposed to Ikea and the others is the bidding system.
You get various quotes and chose from what suits you best.
The revenue model I have not seen but there's a BIG market for this service ever increasing due to work/family life balances and the company would make a percentage of the given service, with the major overhead being running a pretty simple website.
They have the money to make this work, and they relisted to do so, I'm in for a punt.
I'll put my sell in when it reaches ~4c unless they can give more detail as to why it could be bigger and better.
All IMO