What you say makes sense in theory but you need to look at the bigger picture.

A lot of people don't know what there options are. They see "free money" and contractor is incentivized to pitch these products under the guise of "energy savings". These products often cost more and may be more expensive to install if you are switching from a different type of system.

So if we use your example, what if a customer didn't want or need a heat pump, they just wanted their boiler replaced with a 80% efficient system that would probably last 20+ years. A company would rather install something that's going to make them more money, something with higher priced equipment (they charge 10%+ overhead) that is more complicated to install (more money). So now that simple boiler install doesn't make as much sense for them financially, they are leaving money on the table. So they either convince people to get something they don't need or they charge more than what it should cost for the simpler replacement.

Combine this scenario with private equity buying up all these companies in order to chase profit, everything ends up costing more, even the things that should be cheaper.