This is a really great observation - I think we need to think of it less as a 'car rental' service, and more as a ride rental service. If people are comfortable

This is a really great observation - I think we need to think of it less as a 'car rental' service, and more as a ride rental service. If people are comfortable sharing the car with other people, it could automatically assign a group of people to a certain car as they walk out of the building. Essentially little buses, except they don't have to stop as often. A side benefit would be less cars on the road = less traffic.