You probably heard of or seen the Zip Cars? Yes, those which you could rent for a day or more. They are parked in convinient places (i.e. by metro stations). The same picture is with the lens - they are parked online (very convinient) and you could rent them. I think, this is a great start for those guys and gals who want to try to shoot a wedding or some assignment, but lack the ability to buy the gear right away. Wedding photography requires fast lens and those are pretty expensive. Or if you shoot architecture assignment, you probably will need tilt and shift lens, which as well available at ZipLens (I almost wrote - ZipCars .