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Agreed; I'd suggest checking www.rentalcars.com; for a guesstimated 75% of my bookings over the last couple of years (within Australia and for trips to the UK and USA), they've been significantly cheaper than booking direct with a car hire company. Run a quick check against the cost of booking directly with Hertz / Avis etc. just to be sure, but I got a massive saving through them when booking a car for a trip to LA (an open-top Mustang )
Out of curiosity do you know if the prices there include insurance? Getting a touch confused with all the pricing and Californian insurance laws