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What's stopping someone from running a Lyft-like service "dry" (without payment processing) and just matching riders with drivers, with the expectation of paying cash or Zelle

I mean other than the fact that it would make no money.

What could California do to the developers of such an app?

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Maybe an alternative model would be too charge the drivers a subscription fee. Could be a typical SAAS model where first 10 rides/month are free and the ability to work unlimited hours costs ~$1k. I don't think you could do this for free as the support costs are likely really high and support is super important when people are putting their lives in the drivers' hands.

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