It's only a "popular ploy" if those people are actually employees. You are implying that it is something illegal and it is not.
If they are truly independent contractors, that is a completely above board, and entirely in keeping with what our free market system is all about.
It is completely legal to be an independent contractor. And completely legal for a business to hire an independent contractor to do a job for them. The difference can look like not much difference at all, but it is a real difference in that everyone knows, understands, and agrees to the way the job and compensation works.
That is basic to having a freedom to choose how you want to work.
rScotty