Let's put this whole issue in some sort of perspective. We need to make the distinction whether the equipment loan is done on an ad-hoc basis or done as a professional service.
Previously under Shriro, it was possible to demo the lenses they had on display provided the borrower signed a form to indemnify in the even of damage. This was offered more as a try-before-you buy arrangement rather than as an outright rental. This informal arrangement was good because it was often rather difficult to find or try certain lenses and it offered hands-on testing. I can say this was useful for me because on the basis of my own informal tests, I want to get the DA 14mm.
Obviously this arrangement is very similar to Pentax Forum in Shinjuku, Tokyo where one can get a hands-on experience of Pentax products.
Now it is altogether a different issue if Pentax/Emjay or anyone else offers a professional rental service. Such a service has to be run as a business. In other words, whatever service fee must cover the initial investment of equipment, insurance, equipment redundancy, personnel backup and support. Such a service dovetails nicely for the working pro because it is often cheaper to rent for a paid assignment with the assurance of support without having to purchase a particular equipment that might be used very little. Pros want a support service and are prepared to pay for it.
Reality check... given that the pool of pro shooters using Pentax isn't very big, how many of us (semi-pro, advanced amateur, newbie) are prepared to put down a deposit and pay to rent equipment? The answer is I think is fairly small.
I don't buy the lack of support argument as preventing people buying into the brand. A pro has an altogether different mindset where equipment is concerned compared to the enthusiast. Such a service only makes sense when there is a critical mass of users as otherwise it can run counter to the distributor's principal objective of selling more product.
I'd say we've got a pretty cohesive Pentax community where one can make personal arrangements to borrow gear. That's why the monthly meet-ups are good.