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What do you mean by "Insurance is only an issue for morons."?

Not everyone who rents a vehicle is doing it while traveling. A lot of people living in cities only need a vehicle once or twice a year, for example. They don't own a car otherwise, and thus don't have insurance that may cover rental cars. And not all of them have a credit card that includes insurance, or if they do, it may not offer sufficient coverage.

[rdl]

If you rent infrequently and don't have a car or good credit card, just pay the $10. If you drive once a year, you're probably a sufficiently bad driver due to recent inexperience so you're getting underpriced coverage. (e.g. when I rented cars right after getting my first US license, with no experience driving on highways or in cities.)

If you rent frequently enough that you dislike the fee, and don't have a car/insurance, either get a real credit card, or you're probably doing it wrong.