Consumer radio show host Clark Howard just spoke about Firefly on his show this afternoon. He referenced the failed Wheelz, and that Hertz determined how leisure travelers rarely book through Hertz, as they consider it expensive and just for business travelers. Mr. Howard said that Hertz's Firefly will now fill that void for leisure rentals, and he seemed all for this new competition.
Some of Howard's 'fans' on his website like to let him know how wrong he is, so maybe Firefly will be one of those topics.