Camera manufacturer Hasselblad have long been out of reach for many photographers. Unless you need the sensor real-estate however, many people simply don't need the level of image quality that their medium format cameras afford. In recent years however, advances in sensor technology and housing engineering means the medium format has has had somewhat of a commercial comeback.
Both Fuji and Hasselblad have released more affordable mirrorless medium format options, and although they are still expensive, they prove far less expensive than previous iterations. Now the news that you can rent one for project work will surely be welcome to many professionals and hobbyists alike.