Tom's been having a terrible time getting a UPS package delivered to him. He's never home when the UPS guy comes. So last week he was at school, a good 20 minute walk from his apartment, when he decided to rent a Zipcar to drive out to UPS and pickup the package. He needed to be back at school at 6, but had a couple of hours free.
Now, if he had his own car he'd have to walk the 20 minutes to get home, pick up the car, do the errand, walk 20 minutes back to school. But with Zipcar, he could get online and find a car near school to use, potentially saving 40 minutes.
He could do that. But he didn't. He didn't walk back to get a car near his apartment, either. Instead, he looked for the coolest car within a reasonable walk of school and drove out to UPS in a BMW.
Anyway you look at it, renting a Zipcar is a whole lot more fun than driving the same car all the time.
