When I rent an ICE car I have the option to return the car with a full tank or gas, or prepay fuel and return it with whatever gas is remaining in the tank. If I take the first option to return it full, I know the penalty if I don't. Here's the rub with the EV. Let me give Hertz some credit and assume someone who owns an EV and knows all about it returns it needing a charge. That car is out of commission a lot longer than an ICE vehicle, experienced EV renter or not. They can't fill it up in five minutes and re-rent it. I'm sure that is figured into the price for an EV rental, but there clearly was more to it for Hertz.
I see renting an EV as a royal PITA to be honest. When I go away, I go away to enjoy myself, not to calculate where, when, and how long I'm going to charge my EV. I'm positive I'm not alone in thinking that way, Hertz probably didn't do too much market research. Hertz stepped up to the plate, struck out, and cost their shareholders a lot of money. Hopefully they learned from it.