I think this is great news. But I'm not sure I'd feel that way if I were ZipCar. After all, they literally invented a category, but time and circumstance now threaten any sizable lead they've built. ZipCar isn't marginalized overnight because of Daimler, but it's another lesson in business model innovation - at some point it starts to make sense to all the sleeping giants. The car-sharing phenomenon is great, and that's the part I like, but here's hoping that ZipCar has some more innovation and creative marketing up its sleeve. The giants are now at the gate and, after a few years baking in recession hell, they're very hungry.