Hramblings: U-haul's ZipCar competitor?

My wife and I noticed a discreet sign on our way back from the Zingerman's Bakehouse in front of the U-haul at 3655 S. State. A quick google confirmed that U-haul is piloting a carsharing service called U-Car-Share out of their truck rental locations.

But here's the thing. Where Zipcar and Flexcar place vehicles in neighborhoods, the State St. location is in a bike and pedestrian unfriendly location at the periphery of town. It is served by AATA route #6. I have to say its an interesting choice.