This weekend away it made sense to hire a rental car. A current model Kia Rio - it's been great. And a good price - too - on the face of it. $150 for three and a half days booked when I bought my flights and picked up at the airport.
So I grazed the paint just then.
I know they're gonna charge me. The important question is how much, and how does it compare to their nearest competitor. As Ray Ramone's dad said - "that's where they getcha"
It's a marketing point. The price P is an important part of the marketing mix. I'd hate to have to change my preferred car rental company.