I haven't read the whole thread, so maybe this has been covered, but I figured I'd mention it as another data point.
This service is simple in that it doesn't require a proxy pool between the rigs and the renters' pools, which is good, but it's apparently not suited to offering one big 10+ megahash farm because you'd need network access to every individual instance of cgminer.
If this problem were to be solved, I'd give it a go, but managing 10 individual rentals is a much bigger pain than one large one.
I was going to develop software, a middleman, but I simply couldn't go past an issue of rig failures. Statistically, rigs are very unreliable. When you offer 10 rigs under 1 instance, there is very high chance that one rig inside of this group will fail and the end speed will not be eg. 20 M anymore but 18 M.
With having single instance of every rig, statistic are way better and you exactly what are you getting.
Now, from the point of customer, there is not really big difference; BULK rig management support is present in LeaseRig for long time now. And this is even better, because customers group together rigs from various providers and are not limited to one provider with big rig. And like mentioned before, due to great statistics, this bulk management can still be broken down into single rigs and manage them / view stats separately. Customers have much better view of "what is going under the hood".
From the view of provider; I have plans to offer bulk rig management soon too. The biggest issue for big providers is management, when swapping from one algo type to another, changing description text on multiple rigs, and changing prices. This is manageable if having <5 rigs, but painful when having more. But even in this direction, we are already working on a solution and will soon be published.