I love the idea of a rental car just turning up. There is a lot of hassle when renting a car, all the waiting in a queue at the service desk, all the questions, paperwork etc. If someone focused on making it convenient I'd love that. Uber style driver turns up and you swap seats. Everything done in advance online that needs to be done. No upselling in person - you've decided what insurance, paid for it, provided ID in advance. Next time you don't need to repeat the process. They don't bother checking for scratches (who scratches their rental car but outside of an actual crash?). It could be so so nice. It might make me choose a rental car where I would have previous thought "meh not worth it, just do an organised tour" or something.