The answer you probably don't want to hear (and I wish I worked...

The answer you probably don't want to hear (and I wish I worked this out earlier): Chris Noone fundamentally doesn't understand how to scale the business.

He has (and still) believed the company was supply constrained and put 95% of the effort into attracting new suppliers. Think of all the dressed up announcements "We are excited with this <insert supplier> as it will match growing demand" ... Despite demand has been flat for god knows how long; he always thought that supply would help jump demand.

Having 10,000 cars available on the marketplace will never attract 10,000 renters; on the other hand having 10,000 renters on the marketplace will attract suppliers. I don't believe Noone understands this at all. He thinks that if someone goes on DMC and supply isn't available they will never return; but you can incentive return (simple tactics: "Email me when available", "Couldn't find anything? Try next time and get $50 discount", etc).