Either you own and control something, or you do not, there's no third option. A best, you can outsource your stuff piecewise: run your own software on a cloud VM, or bring your own furniture into a rented apartment, or give a valet the keys to the car you own for parking, etc. But there's always some relinquishing of control in exchange to some other aspect of efficiency / comfort.
It's also easy to mistake what most people want for what everyone wants, and miss an important market.