Reimagining car rental companies

Why is it that all rental car companies sock you with seemingly gratuitous, unexpected, undeclared, hidden-in-fineprint, and fear-ridden charges when you arrive to pickup your car?

When you have specifically, pointedly, unambiguously confirmed repeatedly, when making the booking, that the amount going onto your credit card then and there, is definitely, absolutely, and totally the entire cost of rental.

Imagine a car rental company that does not operate under a miasma, or even the lightest whiff, of dodginess. Imagine dealing with a car rental company that actually made you feel respected and looked after, instead of being ripped off. Imagine a car company run by your grandmother. Now that would be a breakthrough business.

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