This is a bad idea and would be the start of a fractional reserve system in Bitcoin. Thankfully, small investors don't have access to this lending program. The lending is in blocks of 10 BTC, so only mid-sized players will be able to take part. The interest / rental fee of 5% p.a. is sufficient to tempt investors into considering this program.
I do not get it, how can this be a fractional reserve practice when there is no new coins being generated like the fractional reserve system in the Banking industry? When you borrow coins to someone, they cannot create new coins out of those coins. Even if you borrow those coins and you receive interest, then the interest is not seen as "new" coins being generated.
I see the glass as being half full.... this creates a demand and it is hoarded. ^smile^