In an otherwise useful NYT article on the "gig economy," Neil Irwin tells us:

"The company [Uber] views its role as making a market between people who want a ride and people who want to get somewhere. In other words, it sees itself more like a stock exchange or an auction website. The New York Stock Exchange doesn’t set the price of General Motors stock, nor eBay the price of Beanie Babies."

Actually, Irwin doesn't know how Uber "views" its role. This is a claim the company is making about its role in order to avoid being treated as an employer. That does not mean the company, in fact, views its role this way.