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In Boulder, CO we have a similar company that just put a bunch of rental kiosks around the city. The bikes are very distinctive and have the company logo prominently on them. They're not real road or mountain bikes, more like the first bike you bought as a kid. I doubt they would have any major resale value on the second-hand market since the original ownership is so obvious. It'd be like selling a yellow taxicab on the used car market.

I have to say that so far the bikes don't appear widely used. However, it's summer and the university students aren't in town.