Maybe it's vaporware. With Lean Startup glasses on, this could be someone(s) trying to validate an idea. Although, I do admit, I thought the page was an April Fools leftover joke.
Marketing critique aside if the idea has legs, people may be interested (perhaps with a better message). That's my takeaway. Practically, at the right price, I might use a service like that.
1. Don't have to drive
2. I can be somewhat assured of quality (and not have to rent a limo & driver for myself).
It's not just Lean Theory/MVP blah blah. Microsoft has done this for years. Splashy PR announcement of a hot-shit new thing they cooked up in R&D. Then a year later, closed down.
Launch your product, or don't. But I'm not clamoring for an "invite".
When it's actually for-real, then it's easy to compare the price/service ratio.