It doesn't make sense to me. I can understand renting out a nice evening bag, but there are quite a few (what some will consider) everyday bags on there, and it seems that renting out any one of those would just seem to promote the lable, and not much else. From what I hear, many of you ladies buy your bags because they're special, and to rent one out seems to make it feel less special, don't you think?
But I think PELRDL's point is good. If you're 'trying out' a bag to see how well it would fit, I suppose it does make sense. But yes, the prices are a bit much.