surprised me with a brief on a new rental car company called Zipcar. It's an ingenious idea for urban dwellers that just need cars for the occasional errand. It's basically an hourly car rental that you can schedule and pay entirely online. You just take your membership card to the nearby city parking lot and wave it over the door and the car unlocks for you. There are membership fees of course but the hourly and daily rates seem very reasonable ($8.50 an hour, $65 a day) and you get a Toyota Prius of Volvo S40. The idea is pretty novel and the writer is a user himself and praises its ease. Now if we had thought of that we'd be planning early retirement right now.

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