False advertising - not an emergency plumber

We need our toilet repaired urgently so I searched Google for an emergency plumber in my area and Plumbers Johannesburg was the first name to come up. I was told the guy from my area would phone back and after a half hour wait he did. Shortly after midday today he arranged to come at three pm, but a little before two he phoned to say that they were running late and wouldn't be able to come today AT ALL. They advertise themselves as 24 hour plumbers, so how is this possible? The fact that my mother is an old lady who can't manage without a toilet didn't seem to bother him. What kind of emergency plumbers are they?