The specific price comparisons aside, it would make sense to offer ownership after X months. So you can position yourself as a rental + financing service. If you pay rent for, say 14 months, you own the stuff.
That combined with skipping the return fee would set up some interesting dynamics (if you’re at month 10, are you going to ride out the rental to own it or do you pay to get it out). Can’t decide if that feels user hostile or not though :-).