“Capitalism” is not an excuse large enough to cover fraud. Charging a “no show” fee, when he did show and they refused to serve him, is fraud.
I don’t believe it’s fraud. If it was Avis would be sued out of business. Avis is a 3 Billion dollar company and no need to commit fraud of 100.00.
We don’t know for sure if the 100 was a temporary hold or actual charge. Hotels and rental cars are notorious for holds on credit cards for more than the charge.
If it was actual no show charge then he can easily reverse the charge.