The company bills itself as an "unique alternative to full-time pet ownership" that will even drop off a dog when you're ready for it and pick it up when you've had enough. It is drawing howls of condemnation from local animal rights groups and animal behaviorists.

"This promotes dogs as disposable items," said Bryn Conklin, an animal protection specialist at the Massachusetts Society for the Prevention of Cruelty to Animals.

"Dogs need stability in their lives, they need a long-term commitment, and they need a secure environment," said Ray McSoley, a local trainer who called the company a "four-legged escort service."

"It's incredibly disrespectful to the dog, and it's also disrespectful to the renter because it devolves the purpose of having a dog in your life. There is no commitment there."

The company says its target market is busy professionals without time to care for a dog of their own.