Well, the whole point of the article is to observe a trend. None of this is a big problem right now.

But economic incentives might push the renting model to become the main - or even only - model to use many goods and services in the future. Similarly, trends about the number of service providers seem to point towards consolidation as well.

So if those trends hold true, we might at some point have Megacorp Inc. offering Living-As-A-Service. And then we would have a problem.