Private home care services challenge the role of retirement villages

We have noticed an increasing volume of home care services being advertised. For example, driving to work the other day listening to 2GB breakfast at 8:10 AM Fusion Home Modifications ran a 30 second ad and at 8:13 AM Bannister In Home Care also ran an ad. Each cost $1000 in air time. Two add some three minutes.
Fusion Home Modifications advertised that there is no need to think about downsizing from the family home because they can cost effectively modify it with ramps etc. You can stay independent as long as you like and the cost of the modifications will be government funding supported.
Bannister In Home Care advertised they too can maintain your independence in your own home because they can provide any care services you require.
Supporting this position, Minister Mitch Fifield has been promoting the fact that just 6% of people receiving government funded care support are residents of aged care facilities – that means 94% are receiving care in their own home or via community care. The government strategy is clear: to establish the concept of Consumer Directed Care and the delivery of care into the family home. It has also engaged with COTA to assist in effectively getting this communication into the marketplace.
The challenge for the retirement village sector is that with this increasing media activity we may lose our traditional position as the major option for maintaining independent living in later years. How can the sector protect its home turf?