I'm at work so I skipped the YouTube video, but outrageously expensive? An iPhone is what, $200 bucks?
If it saves you from having to shell out $17,000 for a new car (base model Honda Accord used as estimate here) because you can get to and fro using this service, it seems like its worth it.
* http://ie.youtube.com/watch?v=cDZUk67FpB0