via((@ridewithvia) manage to do true ride sharing very well. they fill 8 seater vans. they don't use freelancers, but employees, and they license their software(and practically their model) to cities and other organizations.

Market structure: i can see workplaces(or maybe big events) licensing via, keeping control of the user, and offering free ride services from home/work to the cheapest transportation bidder, for example. Thus workplaces will keep all the "network effect" and market power.