The rental car process has always been horrible. The last time I rented a car from a low priced company, Payless Car Rental, I was "upgraded". Unbeknownst to me, my tab became up-charged an extra $400 for my 5 days in Denver.
When I called Payless' customer service and blew them up on social media, they sent me through a maze of people to call. Eventually, I gave up because I crept outside the time frame in the license agreement to dispute the charge. Fuck Payless Car Rental.
You knew someone was going to figure out the disintermediation of the rental car industry, Turo (rebranded Relay Rides this week), has come to the rescue.