Most commercial janitorial firms clean for appearance. They sell to clients, train and equip their crews, and inspect their jobs based upon "sparkling restrooms, dust free furniture, debris free floors" and so on.
Consider, though, whether the health of the building occupants might be at least as important as the appearance of the building. One can pick up a lot of diseases from airborne allergens, germ laden touchpoints, and not quite disinfected restroom fixtures. Sick building occupants equates to more sick days and lower productivity while at work.
The client's bottom line demands a healthy staff, and thus "cleaning for health".
An unexpected bonus is that cleaning for health improves building appearance as well. You cannot disinfect restrooms or touchpoints without first "cleaning" the surfaces - get rid of the dirt so the germs have no place to hide. Vacuuming (both carpet and tile) with a HEPA filter on your vac, and microfiber dust wiping rather than feather dusting, will remove visible dust and debris while removing allergens and bacteria. So a healthy building tends to be a clean appearing building as well.
Unfortunately, the converse does not hold. You can clean and polish restrooms and touchpoints without disinfecting; you can remove visible dust and debris without removing the small particles and germs that impact health. So you can have a clean appearing, but un-healthy, building.
Particularly in a tight economy, the bottom line demands "cleaning for health".