True, but as the pace of change accelerates in society, people have less time and patience for long-winded self-service processes. Consumers often find they need more speed and flexibility. Companies with rigid, early cancellation policies are finding themselves increasingly vulnerable to on-demand services.
The situations where someone would/can waste time picking up, parking, refueling, and returning rental cars are dwindling. There will always be a few specific, non replaceable use cases, such as a vacation roadtrip, but that's probably not enough to stay in business.