Sure, it absolutely is for them. But it's such a marginal increase in cost for the end-user vs a small probability of having to pay the whole amount in damages.

Sure, it absolutely is for them. But it's such a marginal increase in cost for the end-user vs a small probability of having to pay the whole amount in damages. They win because they're the ones handling thousands of rentals. Unfortunately as an end-user, you are unlikely to be in the position to say "well if I take 1,000 trips and skip the insurance, I'll still come out ahead even I'm unlucky and have an accident".