What's bullshit about Luxe? I mean, besides wondering how they can make it profitable. I never used it but that's because I have an intense distrust of valets, and I don't think their communication about the experience before you try it was sufficiently detailed (like I don't remember if they had an extra charge if your vehicle is a manual or if they mentioned that all drivers can handle both types), but the concept is great. When my office was in Seattle, I found a lot I could pay $15/day not too far away, but cash only, that's about the cheapest you'll find. Without it Luxe would have been more tempting because you could pay them a very similar daily price, drive directly to the office, hand over your key, and work until you're ready to leave and they drive it back right to the office. They also had extra services like making sure your car would be washed sometime during the day.

It's not much different from food delivery (or grocery delivery), but it seems hard to make a profit. Food delivery companies from arbitrary restaurants have been a thing for a long time, it's great that now there's enough floating VC money to support lots of competition, maybe this time one of them will find out how to be profitable. And the VCs of that one will make a handsome return.