Why has no one mentioned "cap prices." In my group we have a price cap, and we are not allowed to charge more than this price under any circumstance. This is to ensure that we are not damaging out brand name by gouging someone that is in need. Walk up rates can be higher, but usually only if we are sold out on NATRES. If you are running at 95%, why would you let one of your 5 left over cars go for anything less than you can get. It's called profit maximization. If someone is willing to pay the price, then it's fair. If you don't like it, move on, someone else will rent that Cobalt for $99/day. By the way, it's probably STILL less than Hertz's posted retail rate.