[fragmede]

I hate the feeling that I'm getting ripped off. That if I'd come in via the right web-search or with the right coupon code, I'd get the car for $10/day cheaper or whatever.

Have the major credit card agreements on file and don't offer me lucrative (for you) insurance that I absolutely don't need - my credit card provides it.

In the UI, the total price should be highlighted so I know how much it will cost me in total. The per-day cost is good to know too, but I really just care about how much it's going to cost at the end of the day.

The shuttle bus is, imo, unavoidable (though it'd better have air conditioning/heating).

Hertz is copying the airlines by having kiosks so you can avoid long lines at the counter.