First, its awesome to see this stuff in the US. I guess it was pretty popular in parts of Paris (Vélib').
Second, the cost is crazy. You can rent a zipcar for a little more than $65 a day. And that includes gas and insurance.
Someone is making a killing on these things and should reevaluate their pricing models. I don't understand how a $1000 bike rented for 24h can cost as much as a $30,000 car rented for the same time, when most of that fee is gobbled up in gas and insurance costs. I guess there are vandalism issues, but that still can't make up the huge price difference.