Well I see the 'gig economy' as large well funded organizations trying to get the benefits of hiring one-man LLCs and non-incorporated DBAs without any of the d

Well I see the 'gig economy' as large well funded organizations trying to get the benefits of hiring one-man LLCs and non-incorporated DBAs without any of the downsides. If you want to hold someone to a 'name must match' standard, then I think you hire them personally so they are your employee. For someone using Uber, they theoretically do not care who the driver is so long as it is a 'valid driver' as per marketplace standards. To them, they are doing business only with Uber, not specifically with any individual driver, so any disputes are between Uber and driver or Uber and customer. If something goes wrong, as you said it's between Uber and whomever they signed a contract with regardless of whom is driving the car at the time but that isn't a higher standard than any other B2B contract. Personally, I would not mind laws put in place saying that if you want to higher 1 person for 1 job, and the name must match, then you have to classify them as at least a part-time employee.