Indeed. Many efforts that start with the goal of eliminating middlemen inevitably devolve into more middlemen. It's like the xkcd trope about standards: "Situation: There are 14 competing standards. Rediculous! We need to extablish one universal standard! Situation: There are now 15 competing standards."
If you do this by building a business you will end up the new middlemen, financially motivated to keep the system from receiving the complete overhaul it needs.