I agree that the guys do a great service to the community, but I don't think you can compare taking "mum" for a jolly to the wider public having access to a booking system for an aviation service.
And that is not to say that the concept shouldn't exist, it definately should, but a little regulatory oversight of the operation certainly wouldn't go astray, and could very well assist it.....and that has nothing to do with either being pompous, or suggesting that Private Pilots shouldn't do the flying.