Don't think there is a lot of money to be made, least of all now, but every single thing about renting a car needs to be rethought. The thing that amazes me the most is a reservation isn't actually a reservation. Doesn't mean that I have to pick up the car, but also doesn't mean there has to be one for me. It's a world of websites that take you to other brokers, to other brokers, to get vouchers. The pricing is all over the place too. Seemingly random numbers, before trying to flog you insurance or a GPS unit, or a new fee for nothing. Not moaning, if you can navigate the mess it's insanely cheap but there must be a better way, It's a mess. …see more