There has been a recent trend with men treating themselves to beauty services, but many are still confused as to why they'd ever pay someone to shave their face, when they've been managing pretty well at home all of this time.
It's a little like women who pay to get their legs waxed, or their eyebrows threaded; we could do it ourselves, and we often do, but sometimes we just want the experts to do it.
A wet shave with a barber blends a treatment, a treat, and just allowing an expert to do a better job.
Wet shaves include hot towels, face oils and blades without guards (looks at our razors at home - they have those safety guards keeping them further away from the skin), leading to a closer shave and often a gasp of "Wow, that's so smooth!".