A company that knows that people will blindly say "Hey, if I only have to fork over $7 a month instead of finding $80 plus tax, plus gas, plus the inconvenience of going and finding a router myself, and configuring it so that my network works, seems like a good deal" and they purchase the rental - even though $420 for an $80 (plus tax and inconvenience) router is a terrible deal.
Then you get the types that have a box full of routers at home or know that if they purchase for $80, then in a year, it's paid for itself and everything else is gravy.