A rental price will reflect the total cost of providing the rental service plus a margin. there is no such thing as costless business Insuramce and leasing costs are important inputs into the equation
teh more expensive teh gear the more it iwl cost to insure and lease per unit of rental income dollar.
Leica couldnt care less who buys their stuff - as long as it doesnt cost them more to service it than the average cost of service per unit sold.
Useage will dictate average cost of service - and rental stuff is used more than signle owner stuff.
Abusage is more likely in a rental situation - just a fact of life ..
Bottom line is - how big do you think the pro market is for all manufactured MFD cameras?
Answer - itsy bitsy tiny weenie.
Peter I'm not sure you are seeing the big rental picture for the manufacturers (lighting, computers, monitors, backs, bodies, lenses, accessories etc.).
In general, a rental house/ studio will try to stay at the forefront, at least with backs, computers and peripherals (tablets, storage etc.), so it'll buy new kit every time there's a new model out
It will buy more than One at a time and often with spares and accessories
Through renting equipment, some photographers realise that for their business, it is better/ wiser to buy it
A rental house works with techs, assistants, retouchers, ADs and if they constantly see a P45+ or an Aptus 75S on set that works well, they will look for it/ recommend it/ demand it for the next shoot, from the next rental place
This creates an on-going PR and an on-going demand.
Regarding service etc. Rental backs, in general, do not require more service than those who sit in someone's glass cabinet. They are not bodies or lenses that need new shutters every XXXXX frames. The rental house may need a bit more support and a quick turnaround but this works both ways as the manufacturers benefit from valuable feedback and if the back and software do a good job then that's "free" marketing and the best one at that.
If someone drops a back and breaks it, then that's a chargeable repair - more income.
And of course if the rental place is a successful one, then the investment covers itself fairly quickly, regardless of costs of insurance, leasing etc.