Whenever I've rented from Enterprise here in the US, they explicitly do not charge you for simple scuffs/scratches that aren't deeper than a specific amount (like 0.5cm or something).They've always told me they don't charge for dents that are smaller than around 2-4cm in diameter. In other words, basic wear and tear on cars being used by hundreds of people over their rental lifespan.

If Hertz ultimately goes down this path and their competitors do not, I would almost guarantee they'll lose tons of business.

I recently hired a car from eurocar. And they did have a reasonable wear and tear policy.