The company wouldn't do it if they didn't end up ahead. This reminds me of extended warranties for electronics, stuff never breaks in the first 3 years but they get an extra 25% more on each sale. I don't understand renting something that is permanently installed in a house that I own. Especially when 4 years of rental is the same price as buying one new. My water heater is 7 years old, I'll pull the anode rod an likely replace it and then check it again with an interval based on how the one I pulled out looked. Not too difficult or expensive.
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