It's unfortunately a game parents will play - and I can assure you there are many posts here detailing families wanting the nurse to clean the bathrooms, do the family dishes, and/or babysit for the other siblings.
Many of them have the belief that since it's 1:1 care you have a "cushy" job and if there are HH aides in the house who do housework they will compare you to them and what hard workers they are while "nurses just sit around". They have no grasp at all what critical thinking or assessment skills are.
Even with a family I got along wonderfully with for years - muttered something under his breath about nurses, and I said to myself "no more". I'm a human being, too - and when I can't afford the insurance I pay taxes so you can get for free. No. Not happening anymore. I felt myself getting very close to the edge of losing it with them.
However, I don't feel this falls in line with the "customer service" trend exactly, but what happens is sometimes the agencies side with the families if the families threaten to change agencies. My agencies did not have that type of dysfunction going on, but it is not all that unusual from what I can tell.
I wash the dishes I use for the patient's meals, the DME and associated tubings and supplies, restock suction catheters or other medical supplies the patient uses, and sometimes put a stained sheet to soak but that was as a favor for the daytime caregiver and not something I felt obligated to do.
I certainly have felt the same frustration! Hope it works out for you.