Those bikes look a bit pricey when you work out what hiring a Brompton Dock bike for a full year works out to.
London Bicycle Hire Co did a project with TfL and Southwark along similar lines (report downloadable from TfL website)
I understand that if this is the bike you use to commute with you get the tax advantage, and your employer gets reduced NI contributions if you lease the bike on salary sacrifice deal in same way as a rail or bus season ticket. I think Cyclescheme may be able to offer this as an alternative to the Cycle to work deal. Worth asking.
Reminds me to get going on getting public bike projects moving forward in Scotland, ready for 2014 as transport from Games venues in to Glasgow, as of cours no one thinks to reopen the railway tunnel directly in to the centre of the Games site from Bridgeton Station!