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.
Your assessment is wrong. Joe's plumbing is a legally distinct entity that people understand is represented by a variety of different individuals.
An account on a gig site that represents that you are Joe Smith is different on the face of the matter because you are contractually liable for providing accurate info to potential clients and the company. They signed up for Joe not someone Joe vetted.
You breached the agreement under which you agreed to work with the company that is connecting you to work.
You misled the party hiring the company and if anything goes wrong and you let Bob Johnson masquerade as you have fun getting sued by the agreived party and reaping the bad press.
The company will ultimately delete the account when or if your FRAUD is detected meaning you will also be guilty of defrauding the buyer.
The person using the account is guilty of exceeding authorized access on cfaa you are potentially guilty of assisting them.
If you want the benefits of being a corporation you need to incorporate you cannot fraudulently sell your Joe Smith personal account on wag or Uber or what have you.