The hegemony of car culture is so ingrained that people are not even aware of how much it personally costs them. These companies are taking advantage of this loophole. People notice gas prices go up and down with great interest, but that is just a small part of the total cost. Since you pretty much have to have a car to just exist in society, people don't count the capital expenses.
> Since you pretty much have to have a car to just exist in society Perhaps in America, but you can certainly "exist" in virtually any European city without a car. Anecdotally, I have managed to "exist" for the past four years without owning a car. I know how to drive one and possess a driving license, but have chosen not too.
You may not need a car in NYC, but you need one if you live in the middle of Iowa.