I recently rented a car for the first time, with a co-driver. The rental was paid in advance online (which seemed to be the norm here in the UK) and I thought it was going to be fairly straightforward and quick to collect the car.
Instead, after waiting about 15 minutes for the single person ahead of us in line to be processed, we were met with a series of demands for various sorts of verification and documentation that has not been mentioned in the online checkout process. This included having to use a .gov.uk website to get a code that would allow the company to validate our driving licences, and provide a proof of address (despite our addresses being printed on our government-issued, just-verified-authentic driver's licences.)
The whole process took nearly half an hour just at the desk. I am glad that there was no one waiting in line behind us most of that time.
I've now joined ZipCar and will hopefully never have to deal with a traditional car hire company again.