Looks very similar to the swapfiets concept we have here.
You either pay €16 for a bike with no useful brakes, single speed, with integrated lock, front rack, and dyno lights.
or you pay €19 for a bike with a 7 Speed Nexus hub, 1 useful brake, integrated lock, front rack, and dyno lights. Bike breaks? Call them, they come and swap it for a functioning bike. Bike gets stolen? Hand them the key to the old one, they give you a new one. Cycle as a Service.
They are really popular, seen with their distinctive blue front tyre. Given that for many people their city bike is a pile of rusty shit, this provides them a way of having a half decent, well maintained bike that they don't have to worry too much if they lock it up at Centraal Station. I believe there is now a waiting list for them (Students just returned to uni...) Only slight issue is coming out of AH, and trying to work out which of the dozen or so Swapfiets outside is yours...
As a non swap fiets user, they also have the useful feature of a frame number sticker on the frame. So when some klootzak locks their swapfiets up such that it blocks the pavement, you can just email them, and swapfiets come collect it for you...
I'd say that in London, that a) £30 is too high, b) 3 speed isn't enough. But could work.
J