If the cost was in the 9k range I'd agree, as after amortizing out my current car which I paid 21k for 9 years ago is about right. I'd like to replace my truck, but I've had that for 15 years and I paid 10k so I suppose that is an unreasonable ask. (I need a truck about 2x/year and after looking at the fine print it turns out I cannot rent a truck - I can rent a truck shaped car, but as soon as I use it as a truck I violated the contract)