OK, maybe I'm the last one to find out about this. I'm sure you East and West coast folks have known for a couple years now. Here in Michigan, it seems like there's always a delay of the information spread.
What I'm talking about is race wheel rental or more specifically Echappe Equipment.
How did I find out about this? I posed a question to the cyclocross community on the Cyclocross Magazine forum regarding what type of tubular wheelset to buy and one of the nice folks at Echappe gave me all sorts of options to look at. I went to their web site and spent at least a 1/2 hour looking at all the different wheel configurations I could invest in. All this and I could try them out in advance of purchasing! Amazing. I seriously think this would go over really well if Echappe set up a tent at some of the 'cross races in this area. I would love to plonk down $50 and get to race on a nice set of carbon tubulars (complete with a set of grifos glued up to boot!)
If you're like me, (poor, on a shoestring budget, have several financial constraints, drowning in debt) and you've never heard of Echappe Equipment, check it out!