I too am a little leary. This is what spooked me.
Do you offer insurance? What happens if a lens is damaged? We do not offer insurance at this time, but your photographer's insurance or homeowner's policy may cover rented equipment in your possession. You are not responsible for any damage occurring during shipping.
I tried google and found nothing about them. I thought Netflix was a scam when they started up too, so don't take my word for it 
I'd be willing to try it out when they build a rep. I'm sure there will be talk on these and other forums when they get up and running if they are legit. Thanks for the post. How did you come across it?