The author will use Hertz because Hertz+Gold is less hassle than Competitor+no gold. But why are the competitors complicit in that? If another car rental company offered the Gold experience to everyone, wouldn't that help them outcompete Hertz?
Most of them do. Get on the bus, tell them your name, get off the bus and walk to the car. Key is in, trunk is open. Load, sit, drive off. Avis Preferred, National Emerald, ...
True! I use Budget Fastbreak usually. Same experience.