With a little effort, anyone can make a 'ricochet' by themselves. It's just passing the coin through several addresses, it's not classic mixing. Therefore, it cannot be compared.
0.5% is a fair price for automating such a service.
I'm not a blockchain expert, so the technology behind crypto Mixers has always been a bit confusing to me. I just find this new service from Mixero quite interesting, as it could attract more users to Mixero services. Then they might explore further and use Mixero main service for a higher level of anonymity and "cleaner" BTC.
The competition between Mixers is becoming increasingly fierce in this bullrun, with some other Mixers even organizing various art contests to get more exposure. Besides maintaining the monthly BTC price prediction contest, launching new products is essential for Mixero to continue to exist and attract more users.