It doesn't seem like a very good business model to me as it kind of goes against the main appeal of Lego (it's re-usability and the way sets can be combine to create new things)...
http://www.pley.com
"Rent LEGO® Sets
Pay Less, Play More! Conveniently delivered to your door"
Pley.com - Netflix for lego
Moderator: VLC Directors
Re: Pley.com - Netflix for lego
I think it'll suffer the same fate as the startup that sorts your lego for you by via mail in.