Yes, exactly what [MENTION=49313]sdsearch[/MENTION] said. People in NYC or ANC or BOS or anywhere in Hawaii would give their right arm for a $30/day rate during summer. The rates in PHX are probably closer to $10-$15 day. It's all about supply and demand. The days of cheap rentals everywhere anytime are over. The rental companies have all right-sized their fleets and gotten better at yield management. If you want a great deal, prepare to book early and keep checking rates (or track with AutoSlash).