FYI There are already places you can rent Hasselblad lenses. Capture Integration, for example, rents Hasselblad lenses and has a 300mm in their rental list (at least online). I think Samy's camera on the west coast also does rentals.Its a great marketing idea, especially for rental. Now we have a place to rent a 300mm HC lens.
In the US, I'm not sure yet what a Hasselblad store brings to the table, and what advantages buying direct from Hasselblad would have (if any) as opposed to buying from their existing dealer network. As Hasselblad support (warrantied and non-warrantied) deals directly with the end-user, and there are no local brick and mortar Hasselblad dealers (for new cameras) in my area, online more or less has been the way to go for Hasselblad gear....at least for new gear for me. I like the idea of buying direct from the source but currently I'm not sure I see advantages of buying direct from Hasselblad as opposed to B&H. I also wonder what their return policy is and if they charge sales tax.
In the Hasselblad US store, they also don't have an indication of whether an item is "in stock" or not, which is really annoying. You can add the 120mm XCD to your cart, for example, but is it in stock?