I think a more apt analogy is iPhone. You pay Apple for a brand new one, they make more money when you make in-app purchases.

Another really important issue is depreciation. You own the car for a few year and eat a cost of depreciation, and then figure out how to dig yourself out of the hole the way Hertz did. Similar to iPhone- you use one for 2+ years and then get a new version- you're also responsible if the phone breaks.