I was reading this article and was expecting the FT response - and I agree with it 100 percent -
Wow, in services that are time/price sensitive, penalties will be charged if you return it late, or even early (would I expect the airline to allow me to just hop on a flight early??) - Wow - if you're a younger driver, your odds of being in an accident are higher and the rental company has to recoup this - wow, renters were tired of people returning with the needle on "full" but it wasn't really full so the car rental companies did something about it....
There is nothing crazy about most of these "rules". Wow, legal agreements have "rules".... Crazy stuff......