It's the norm for most rental companies these days due to the ammount of vehicles they lose. I have recovered rental vehicles with less than 5000km on. So obviously these guys need to cover themselves. Make sure you read the small print. Quite a few of the rental companies no longer offer cover as soon as you go off road. Or if you go 10kmph over the speed limit. Honestly, cant really blame them if you look at the cost of vehicles etc these days.