Two months ago, Bloomberg’s Patrick Clark penned an article that promptly went viral as it touched on a rather unorthodox topic: a pet leasing, or rather rental, company aimed at subprime borrowers who could not afford to buy their pet outright.

The company in question is Wags Lending, a/k/a Bristlecone, was founded by Dusty Wunderlich in 2003. A brief background from the original BBG piece:

Wunderlich dreamed up Wags Lending in 2013, then used the pet-leasing business to launch an improbable collection of financing vehicles—writing leases against furniture, wedding dresses, hearing aids, and custom auto rims. In a little more than three years, his company has originated 66,000 leases for just over $100 million. He once worked out a plan to lease cattle to dairy farmers, though plummeting commodity prices soured the economics. (He got far enough to decide that if a cow gave birth during the terms of the lease, the lessee got to keep the calf.) In another idea that never reached the market, he explored lease financing for funerals. “We like niches where we’re dealing with emotional borrowers,” Wunderlich said.

But mostly pest: “Because dogs can be expensive, and not everyone who wants a fancy one can afford to pay cash or use a credit card. Because others, like Sabins, are more eager to bring home their new furry friend than to read the fine print of their contract. But mostly because—thanks to a 36-year-old Nevadan who ditched a career in private equity to help subprime borrowers finance purebred pets—they can.”

Dusty Wunderlich

The 36-year-old in question had one simple idea: in the future nobody will own anything, everything will be leased:

“When I take a good hard look at what the world will be like in 10 years, I think most things are going to be on lease,” said Dusty Wunderlich, chief executive officer of Bristlecone Holdings LLC, the Reno, Nevada-based company that operates Wags Lending.

To be sure, Wunderlich certainly practiced what he preached:

Wunderlich rents his apartment. He leases his car. He owns his horse. He’s drawn to the rugged individualism expressed in the novels of Ayn Rand and the blog Cowboy Ethics, but he hastens to argue that while he profits off high-cost lending, he’s also improving the lives of subprime borrowers. He is, he writes in a mission statement on his personal website, “living in a Postmodern culture while maintaining my old American West roots and Christian values.”