if you watch the video (around the 2 min mark) they cover some of the issues.
- the system is automated: web app to schedule, machine to remove/replace (no daily employee wages), automated testing-charging.
- the real estate is 3 parking spaces including charged batteries storage (easily done at offstreet parking lots at stripmalls}.
- Scotty goes thru the math on the cost to customer (obviously in early days where the company is subsidizing).
- battery included as part of car doesnt calculate end of life of the battery and replacing it costs.
i dont think nio or vinfast have solved all the long term economics of baas as a solid viable model, but there is a market for this.
for those that dont have a home/garage that can accommodate a charger, this is the next best thing. without a home charger you dont get the discount benefit of a bev vs ice car. without that cost reduction of home charging and the convenience of always having a full charge to start the day, bev isnt as compelling.
if you fall in to the 'without home-charging' category, the choice of going to a station/fastcharger for a 3-5min swap to 100% charge is better than a 15-20min to 80% charge.
additionally battery cooling during charging is significant engineering issue. early bev were using some pretty simple cooling solutions for the bat packs. new designs will only get more complex, heavier, and likely unservicable if tesla gets their way. the cooling system in a fixed location swap station will be far more efficient and have way more time to properly charge the pack than any integrated system in a bev. moving the cooling/charging system outside the vehicle can reduce weight, one of the serious downsides to bev vs ice.
the company will be incentivized to make the packs servicable. a single faulty 18650 cell on a tesla can take down a bev pack max charge by 10-20% with massive costs to fix/replace. the removable baas packs will likely be far more repair friendly, if only to reduce capital expenditure and keep inventory size down.
these early baas companies are likely not viable businesses right now, but the business model can be viable with upcoming battery technologies.