I'm fairly certain after reviewing the Maven site that you are incorrect in that understanding. As stated this very much seems to be like a ZipCar service only

I'm fairly certain after reviewing the Maven site that you are incorrect in that understanding. As stated this very much seems to be like a ZipCar service only with far fewer locations, which makes it really far less than attractive or meeting a certain threshold of viability. If they had somehow tried something similar to a Car2Go service in a limited area and flooded the area in cars so that the service actually improved one's life without hassle, then I could have seen this taking off.