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Originally Posted by Horizon
You pay something called a rental fee, which is a fraction of what the car actually costs.
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But you still pay it upfront, which you just said you never do?
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If you rent something, you do not pay for the entire cost of the rental equipment upfront
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If I hire a car I do indeed pay the entire cost of renting the car upfront.
Rental fees are just that, they don't suddenly stop when the cost of whatever is being rented is paid for, as what is being rented also need to be maintained, serviced etc. There are more costs than just the initial purchase
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VM are not asking for a "upfront rental fee", they are asking customers to purchase the equipment and then pay againto rent it from vm. Bloody cheek it is too and I suspect illegal. 
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I guess we'll have to agree to disagree on the concept of what renting is then.