its a pretty innovative concept isn't it (been done before i suppose?), gets the camera out there for people to handle, use and maybe like so much they decide to fork out the dough for one, even if they dont it gets people talking about it and possibly convincing others to get one.
its a reasonable rental price as well, considering most shops would charge probably at least 5 times that for an equally priced DSLR rental, but a bit of a win win situation if you consider the wholesale price might be say A$1600.00 or thereabouts. So after 16 people have used it the camera it is more or less paid for, above that starts to go toward mark up and business costs and profit. then at the end of the year he will sell it off at below retail price to someone that will be happy to get it cheaper. win win