Many people approach car rental as a lowest-price-possible contest rather than to concentrate on the value of the best deal they eventually would get, in terms of what type of car, what's included (air conditioning, automatic gear shift, air bags, navigation) as well as what type of service they are going to buy.
The thing is, the car rental market has become a very competitive one and rates differences for comparable quality and service are relatively small, sometimes as small as $10 to $20. ...