I understand what you're saying too.
If we go back and look at the U-Haul advertisement (which seems to be working for them), that ad tells us what they are selling (truck rentals - thanks to branding), when the offer is good for ("Now"), the price ("$19.95"), where we can use it ("In-Town"), and that extra fees above and beyond the $19.95 do apply ("Plus Mileage")
Here is what their ad says:
"Now only $19.95 In-Town Plus mileage"
That's an honest ad that millions will see and anyone who can rent a truck can rent it at that price…it's an option for every one of them.
A. W. Landscapers, Inc.
Hustler X-One 60"
Wright Stander RH 36"
eXmark 21" ECXKA21 Mower
Stihl FC110 Edger
Stihl FS90 Trimmer
Stihl FS55R Trimmer
Stihl HS56C Hedge Trimmer
Stihl MS391 25" Bar Chainsaw
RedMax EBZ7100 Blower
Earthquake 16" Rear Tine Tiller
Honda 9" Mini Tiller FG110
2014 GMC Sierra Denali HD
7' x 16' Enclosed V-Nose Trailer
6' x 12' Dump Trailer
Equipment & Work thread: http://www.lawnsite.com/showthread.php?t=415830