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I don't have an exact answer for your question, but I will say that when it comes to shows like these you have to remember that they're very much TV shows and are heavily edited to present a specific narrative. I'm not saying that's necessarily bad or nefarious, but you just have to take the events and the way in which they happen with a large serving of salt.
A family member was approached by their team (Holme's) to do the cabinets for a home that was being redone in our area. They literally wanted to pay him in exposure. I wouldn't be surprised if that's how a majority of their contracts work; hire a bunch of people to do the actual labor, tell them their payment is in advertising, then stand in front of the camera the whole time and take all the credit when the family shows up.
Wait, the guy that is allegedly involved with those unsafe “Holmes Approved Homes” developments also tries to pay contractors in exposure? I’m almost as shocked as I would be if a Mike Holmes endorsed company did my electrical work.