[ricardobeat]

The big names are trying to do the same: Hertz On Demand, Avis on Location, etc. But they probably generate lots of revenue from the extra fees and hidden costs, so they have less of an incentive to switch to more friendly setups.

It's a warming thought that companies are always looking to improve customer experience, but more often than not, they will not do something because it doesn't improve the bottom line, not the opposite. And "hurting the bottom line" depends on the business model, that's where the market can be disrupted.