I think it is a desperately sad story. No compassion or understanding at all for the people who may want / need this service, and might prefer it was more local to them - which is presumably why the Co-op want to do this.
FWIW, these private ambulances and hearses are super-discreet. I was sitting on the pavement one day as my DD was looking at ants. One pulled up, the staff went into a house, they came out with the coffin on a wheeled stretcher, then loaded the car, they drove off. My daughter did not notice a thing. Seriously, when I asked if she wanted to know what was in the car she looked at me like I was insane and asked "what car"?
It is not like Oliver Twist with mourners in all corners who've been taught to weep in tune, or however that song goes!