I'd argue that tourists are the main untapped market in terms of transportation on the strip. Workers and residents might already be familiar with the public transport that exists, but most visitors would probably rather get a private car at the exact time they need it (going to the exact place they want to go) rather than figure out the bus schedule. That's proven by the fact that lots of people grab Ubers/similar to get around there.

Of all the places to try a gimmick, Vegas is the right place.