‘Cheap’ Car rentals

[peekay74]

Has anyone else noticed the increase in adverts for ‘cheap’ car rentals appearing online, varies from £150-£300 deposit and then £400/£500 per month for a 2023 Range Rover Vogue which includes all servicing/insurance/repairs. How on earth does it work? My assumption is it must be a scam of some sort but how do they actually ‘get you’? What am I missing ….
(Can’t see how you could run one and cover servicing/insurance/depreciation for anything near that money)