I believe that rates need to be reasonable, because of the loss of flexiblity and the risk involved to the renter. If there is not a signifigant price savings over getting Deluxe accomodations directly through Disney, many people would not rent the points. The question becomes is $10 reasonable?
As a new owner (and former renter) with points to rent myself, I am trying to determine what is the fair market value (to both the owner and the renter). I have to consider that the $10 per point has been the "set" price for quite a long time, as far as I can tell. I would assume that at the time that price was derived, contracts cost less from Disney, resales were a buyer's market, and the total number of years on the contract was greater.
Now, current market conditions dictate that the price I am paying for a contract is much higher through Disney, it's a seller's market for resale contracts; and the total years left on the contract is less.
I think if I did some of the same calculations done in the past to come up with $10 pp as fair market value with today's values, it will be greater than $10 pp. The question then becomes how much higher, and will the market bear it?