The purpose of the service is to:

i) Provide a safe place for individuals to store their BitCoins without fear of theft, or loss through fire, physical damage etc (as would happen if your computer broke)
ii) Provide investment opportunities for larger stakeholders with long term growth in mind

CoinReserve is similar to a Bank in the sense you deposit BitCoins, but it is aimed more at people wishing to store away their BitCoins for the long-haul, and those looking to spread their portfolio.

The charge incidentally is 1% on every deposit you make, my motivation isn't greed so I don't see why I need to charge exceptional amounts.