One thing I find extremely conspicuous about that brand and web-page is that no information seems to appear on the site stating the mean or median wages, working hours, and/or benefits packages available in the skilled-trade jobs Rowe and Profoundly Disconnected are marketing.
If employers can't be bothered to pay well, why work for them?
My anecdata from hiring a lot of trades (sticker shock!), and having lots of friends and family in trades, is that skilled trades pay extremely well, but you have to go up the ladder. apprentice (crap pay) --> journeyman (good pay) --> master (great pay) --> own your own shop (fantastic pay).
The only people I personally know with paid-off houses in California are tradespeople and startup lottery winners.
If employers can't be bothered to pay well, why work for them?
https://www.jacobinmag.com/2014/09/mike-rowes-dirty-job/