Lots of great comments here but these two really struck me and fall in line with what I want to say.
Celeste's point about security is very important in this discussion. Imagine how many of "us" are out there who are unwilling or unable to step even their pinky toe out of the closet and for them, secure and private services like this are so beneficial.
The other point though is the difference between what I call a tg based and gg based makeover. Many in our community can not only benefit from the lesson aspect of a several hour session but also need to work with someone who has the skills and product on hand for beard coverage. This is why I always recommend that for anyone looking to go to a department store for a makeover, they should have their foundation down first because the counters simply don't have the product that many require, nor have the artists necessarily been trained in those kinds of coverage needs. So for that reason, I have to add caution to Joni's otherwise excellent post, not everyone can find what they're looking for out of a salon-based makeover if teaching and/or beard coverage is desired.