Well for one, a lot of the employees at H&S (and other chain spas) are probably fresh out of massage school and the people you find online typically have more experience to justify a price increase. Next, people in those chains rely on tips more than independent workers do (which makes it appear to be cheaper at first). Lastly, you're right, you shouldn't pay extra for an unlicensed/inexperienced massage, but some of these pages are just really hot guys trying to get money from being that and I guess people go in for it. You could argue that assuming the risk of doing less than legal things is worthy of a premium but I'm not too knowledgeable on that side of things.