The same issues are faced with rental of any high-value item, whether it be a house, boat or car. The answer is both scale (many items) and in-built pricing that expects, say, 1 in 100 people to steal/break something. You've got to price in the expectation of replacing certain items.

For the individual owner without fleet economics to back them up, however, one individual event (ie, theft, major damage) can be enough to put them out of the pool.