There was a business a while back that was like "pay $50-100 to carpool from SF to LA" and the post-mortem was: "your earning potential was limited, no power-seller support" b/c eventually just turn into a bus-driver/bus company. (Uber is an interesting contra-example).
It's stuck with me as a quick analysis of business-types: how does the power-seller eventually make 10x, or at least 2x median wages?
I think Uber would absolutely turn into a bus company if their risk tolerance allowed for this. It did change from "I have a car and free time" to "I'm buying a car to be a full-time Uber driver"
I mean, it's deliberately misleading, but it's not fraud. If it says "box only", it means box only.
Again, is this predatory? Yes, absolutely. But you can only prevent stupidity so many times....