Local (non NYC) biking color does not equate to NYC biking conditions. Denver, Chattanooga are not equivalents. If you add maniac taxi drivers, salmon-riding deliverymen, pedestrians who do not abide traffic rules and "dare me" attitudes - you're getting close.
An ambulance chasing law firm advertising cycling-related services on television suggests that they've done their homework regarding possible / future litigation related to putting more inexperienced riders on the street. The assumption is that non-riders, casual riders, or others will use the service. And as a guy who rides the city - it ain't no cakewalk. Let the games begin.