From what I hear from folks, it's actually a pretty nice service. I think it's mostly a way to rent really fancy/niche cars? I know friends who will get a Porsche or a Ferrari or something for a day when they're in a city with pretty places to go driving, or something more off-road when that's relevant.

The sort of cars people are likely to have as a second car that they don't mind not having around for a couple days now and then.