I used to use zipcar in manhattan when they first came into business a few years back and though it was somewhat convenient I just couldn't stay with them for one very simple basic reason, they splash a huge Zipcar logo on the side of the car. Looks absolutely silly and retarded. I complained to them and they said it was so that people could easily identify the zipcar when picking them up, however at that time in manhattan all the zipcars were basically in serviced garages, so there was no reason for me to "easily" recognize the car, the garage attendent simply retrieved it for me. Basically, they have that ridiculous logo on the side of the car as a cheap marketing tool (and maybe an anti theft deterrent cause let's face it, who wants to steal a car with a logo splashed on its side), which is their perogative, however if you are rolling around town or into a nice restaurant or onto a golf course with a car with that cheesy logo, it just didn't feel right. Great concept, but they need to lose the logo on the side.