Umbrella Renters!

Hey, Marketers! Here’s how to turn an everyday item into a full-fledged business!
 
I was recently in London and came across this kiosk in my hotel lobby.
 
Step 1: Download the RentBrella app
Step 2: Put in your credit card
Step 3: First 24 hours rental is free
Step 4: Return umbrella to the kiosk
 
Forget to return the umbrella within 24 hours or decide you want to buy the umbrella?
 
$20 USD
 
Love the shared economy in play here.

Especially brilliant: Shared umbrellas in London, of all places! (pay attention Seattle)
 
What percentage of the “umbrella renters” miss the 24 hour return window and inadvertently buy the umbrellas?
 
My best guess? 30%.
 
What % do you think?