A $14.99 rate would be a sizable hike from last year, IIRC, so hopefully they're reconsidering and waiting for price signals from other companies, especially Avis or Hertz. Regular sedans should be $9.99 or less, preferably less, before the pile of taxes.

Am a multi-year veteran of doing these deals...the best ones stack with coupons, have mileage bennies and allow returns to neighborhood locations. Memorial Day weekend is a possible target, as it's a higher-demand weekend where normal car rents get priced higher.

With all the ULCCs flying to Florida it's easy to pay more for gas on the drive-out than the airfare in (unless you're taking a carload), plus there's the added stress. Generally for it to work out I think you have to get some extra value out of being able to carry more home (sacks of oranges?) or intermediate destinations.

Thanks for starting the threat, as the time to be vigilant is about now.