x-post as no one on Marketing replied:

Natural Lawn of America
Has anyone used them?

They gave me a quote for their "alternative- organic" treatment but there is also a "100% pesicide free" treatment. Our lawn is in horrible shape as we've done nothing to it. They really didn't give me enough literature for me to tell the difference between the 2 programs. & they only quoted me prices for the organic so I'm not sure which is more $$.

what is it fertilizer? or actual grass?
i buy this organic non toxic fert from lowes.

You can buy both I guess. The fertilizing/pretreatments are 6 times a year and then for extra $ (of course) they'll do seeding & aeration in fall. But they suggested I don't seed this year as I need to do the pretreatments first. I guess that makes sense, I really know very little about lawns. Our backyard is almost back to natural but that's moss & bare spots.