It could work in a limited military environment or even perhaps EMS.
When they [UrbanAero] first suggested it they were marketing a rescue machine that was envisaged as bumpting up to the side of a high rise and taking people off a burning building... with all the problems that might meet - seats for 4 but what would the effect be if 14 got on board?. Yes straight down. Pie in the sky marketing that few gave a second thought to even though there had been similar [both concept and flying] fan machines before.
Now with Bell marketing the more sensible modified 'military jeep' concept it might just stand a chance and if the military go there and fund the project it might even make its mark as a high rise rescue vehicle by default!