Under current FAA regulation 14 CFR 61.113 private pilots 
  can’t accept payment for taking passengers on previously 
  unscheduled flights.
  
  The way Flytenow works around this is getting passengers 
  to pay them and not the pilots. Pilots do receive money 
  for the flight, but it’s simply for splitting the cost of 
  gas and maintenance on a flight the pilot was already 
  going to take anyway. Think of it like getting a ride with 
  someone and paying some gas for the lift.

The FAA are going to crush them. This is obviously, obviously!, flight for hire. This spits in the eye of the spirit of the law. Even if the FAA decides not to do its job, the first fatal accident will end the company.