they are talking about using it like a taxi service.
I could see designated skylanes for a limited sectors and city departments like fire and ambulance services, along with taxies. I can actually see this being insurable if its limited in that capacity. And maybe just like planes if you complete a certification you can you have your own private version but im guessing the inital cost would be so prohibitive that not everyone is going to be able to do it, just like a commercial pilot's license.
With designated skylanes that avoid densely populated areas I don't see how flying cars are that much of a fantasy. If you don't follow the rules I could see an emergency override to automatically safely land and shut down by the computer. Which doesn't sound to ridiculous if you're several miles from the nearest house and you have 20 seconds to comply or something.
These wont be traveling through a city but rather around it.