Customer can hire a helicopter, if he chooses to ask a PPL to fly it then that is up to him. What happens between the 2 of them is up to them
It’s still not legal for a PPL to fly for remuneration though. That particular situation is a grey area and obviously policing it is difficult. But at least the hirer doing that is more likely to understand the risks he may be taking. The owner of the aircraft may not allow it in any case, due to the insurance implications.
A member of the public using “Wingly” or similar may be blissfully unaware of the possible safety issues of flying with a pilot who may have the bare minimum experience for a PPL and that the insurance for flight may be invalid.
Having seen “situations” involving inexperienced CPLH “hour builders”, let alone PPL holders, I shudder at the thought of one of the latter offering their services for hire and third parties should not be cashing in on it.