I recently took ZipCar for the first time, and the whole experience was absolutely fantastic. I always imagined that this car sharing service would feel strange, but the company has made it so easy to feel comfortable taking a car you have never seen before and drive where you want to go. I think that this is the essence of its success. There is some sort of confidence in the fact that while rental car services require all sorts of things like a certain age and paperwork and everything, but ZipCar simply trusts you to take care of their car. In doing this, ZipCar turns what could be a strange experience (sharing a car with anyone and everyone), and makes it extremely pleasant and comfortable for their consumer.