If the service is to be viable, they have to pay whatever it costs to cover the investment, maintenance, and operational costs for the fleet. And the fleet has to include a lot of units not in use at any given time. From what I've seen, it appears to me that rate is going to have to end up being higher than the market will bear. It may work in a few markets, but I don't see it working in most cities. Of course, I could be wrong. Time will tell.