Lowes and HD act as the builder for you. They find the contractor and guarantee the work. Anyone can lay tile and call themselves an installer, most of time big tile/carpet companies use a subcontractor. If you use L or HD, if you have a problem with the floor, they will send another contractor or their own management team to look at the problem and rectify.
I only use my own contractors when I know what they will be doing before they do it. If I see them doing something I don't agree with, we stop and hash out. I used HD for a rare granite countertop where I was unsure of strength over dishwasher and overhang seating. They acted as my overseer. I could have done or used my own installer on just granite/marble, but I knew the strength of those and had dealt with it in the past.
As a builder myself, it may look fine at the end, but months or years later tile incorrectly put down can easily raise it's ugly head. I suggest you do a lot of research online (videos) to see what is involved, the different ways it can be placed based on subfloor and then see what several contractors tell you. Not putting mortar down between sub and backer because of screws? 1/4 hardi backer or 1/2 durock as backer? 1/8 or 1/4 mortar between backer and tile depending on height to other rooms? It's not about color of grout and color of tile. A tile floor is a structural piece and can easily crack along grout lines after a few months.
Shade tree mechanics work in the tile industry too.
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