It definitely fits within their growth strategy, funding a large driver fleet with vc money using signup bonuses and cars for anyone who wants one.If a company is losing loads of money renting cars to people, you should stop for a second and wonder why? Who's screwing who here?
People doing a weekly lease were banging it out on some corporate chest. They aren't all so dumb.
In short, companies got schooled in depreciation. Renters showed them the damage that could be done in a week.