Actually
DVC set the price.
DVC used to have a sales promotion called Magical Beginnings wherein they would allow members to "sell back" their first year's points in return for a discount off of the purchase price. The most prevalent buy-back prices were $8 per point and later $10 per point. THAT is how the $10 figure was most recently attached to rentals.
The biggest hurdle renting can never overcome is the reality that most transactions involve sending a
total stranger hundreds or thousands of dollars for the
promise of a hotel room. Every single person that has ever rented has had that moment where they wonder
"what will I do if I get to the front desk and they don't have a reservation in my name???"
Other noteworthy differences:
1. Cancellation policy. Most rental transactions have no cancellation policy--or if they do allow people to cancel, it's contingent upon finding other dates or someone else to assume the reservation. CRO reservations vary but usually have 7-30 days to cancel and get a full refund.
Booking thru CRO is like buying a refundable airline ticket, a ticket that always costs more. Renting is like buying a nonrefundable ticket which is always cheaper.
2. Rentals typically require a large up-front payment with the remainder due well before arrival at the resort. Those terms are understandable given the manner in which the DVC member must commit his points. However, with CRO you can get by with a deposit equal to one night and the remainder due upon arrival.
3. Comparing to rack rates is dicey because who really pays rack rates these days? Right now Disney is giving away hundreds of dollars worth of free food to guests booking thru CRO.
4. Daily housekeeping for CRO reservations.
All of these factors will keep renting from truly going mainstream. And unless that ever happens (doubtful), a large portion of the rental market will always be people who just want to get rid of a few points as quickly and easily as possible. Many of those people bought in at prices a fraction of what they are today, and thus don't feel the extreme pressure to get a dollar or two more per point.
Supply and demand can't be helping things right now either. If the resale market is any indication, a lower percentage of DVC owners are using their points right now. Those who would rather not sell may be trying to rent their points and weather the storm. Meanwhile the number of non-members looking for rentals may be inching downward slowly. Increased supply combined with lower demand makes for lower prices.
Dues are still a long way from hitting $10 per point. IMO, they may have to approach $7-8 per point before people will really use it as a rallying point for raising their asking prices.
I usually cringe when I see people talking about buying more points than they need in order to rent a few. When it comes to renting, it's been a buyer's market for a loooooong time now.