Ever since I became involved with the access rental business in the 1980s I have been aware of the argument that one has to offer some products that are clearly unprofitable “for the service”. I first encountered it directly while working in the USA, during a capital expenditure approval meeting. Our accountant-owner balked at a request to buy more 60ft telescopic boom lifts given the dreadful rate of return. The rental rate came nowhere near justifying their cost, let alone…