Last time I talked to a driver they didn't lie to me and pretend to be their client.

The moral problem here, at least for me, is intentional deception, users of such a service actively pay somebody to lie to another person. That sounds like a great start for a solid relationship. The article makes is pretty clear that she hides her client's emotional baggage, which in principle is what most people do but how is she sure that transfers to the situation where the client actually meets the other person? Having a few thousand quids disposable might as well mean the client is desparate or simply inapt at social interactions, not sure why that would magically mean the exact opposite to be quiet honest. Being "nice" can hardly be considered a necessary prerequisite for making money.