What I find particularly interesting about the Bicycle Library is that the initiative is helping to move urban bike culture in new directions. If a bike borrowing system like this were to take off, it would certainly pose a challenge to popular bike sharing systems.
Implications - The green revolution has made consumers acutely aware of the necessity of making small changes to their daily lives. Transportation issues are of great importance because of the toll that car emissions have on the environment. Companies should be following this line of progressive thought with innovative campaigns.