When you "buy" a Kindle book, for instance, you click "Buy It Now" not "Rent It Now". The implication is that you are buying it to own, not renting it. Not a good comparison to renting a car.
Also when renting a car, I pay a fraction of its retail cost. Charging me the whole cost as a clearly marked "sale" and then renting the item to me is what's going on here, and it has to stop.
