Renting shares is the idea of buying shares that you expect to rise. You then sell a call option against the shares. This is called a covered call stratgey and is nothing new. People like 'Nic Halik' sell this idea as their own invention. He sells a package called 'sharelord'. The idea is that the call is one or two strikes above the current price - so you want to be exercised on the option so that you (1) collect and keep the premium and (2) sell your shares to the call buyer for 5% or so more than you paid. To protect yourself from downside market risk you can use some of the call premium to buy a put one strike below the current.
works is the market goes up. But loses if you get it wrong.