Take the high road, and include the rental in the monthly service fee. Or, even better, let customers have option to buy.
Phew! Just got done reading all 12 page and it is now 2 AM. I just signed up for service tonight (well, last night now.) Thought the rental policy was kind of lame, along with charging more for the fees, but as explained by the salesperson, since you are a reseller, you had to pay more to them (but he never said anything about charging more and ~keeping~ it.)
As the Pace 4111n is readily available, I thought I would appeal to your sense of reason and just buy one rather than renting one. Then I saw this thread. Dane, I think that it is AWEsome that you (or one of your minions) respond to posts here, even whiny sniveling ones. But I just saw you digging yourself deeper and deeper, with your non-answers, evasiveness and obfuscations. "it is what it is" is as bad as "the other guys do it!"
The finally, on page nine, hallelujah! "I hear you! And I'll concede it's an effective price increase." A breath of fresh air, known as the truth. I started to gain back respect for you just by being honest. You never did respond to the question "Why can't we buy a modem?" so I will just take it as "because it makes us money." And you know what, that is a legitimate response, because you are here to make money. So between the $6.50 rental, the $10.50 in fees and taxes ($3 more that ATT) and the $39.95, I'm not really paying that much less than ATT. Plus the $35 one time fee, just because you can. I don't like getting ripped off. Paying more than something is worth is getting ripped off.
But here is why I did it anyway. A (semi) local company, where the CEO actually answers posts, EFF shoutout for privacy and customer transparency, way faster speeds than I get now and added features (only a few of which I will use though.) And it's not Comcraptastic, even though they have faster speeds.
So I am willing to give it a shot. Has Sonic jumped the shark? Remains to be seen. Don't make me regret my decision.