This has been a hot button issue here for awhile. It has always been technically against the rules to rent an SO exchange, but Starwood has recently added language to reservations reminding owners that it is against the rules to profit from SVN. I believe this was in direct response to owners who complained to Starwood about this practice, because SVN exchangers were flooding the market and suppressing rental rates, making it more difficult for owners at that resort to rent out their week.
However, to the best of our knowledge, this rule is not actively being enforced. It is very easy to change the name on reservations (you can do it online now), and no Tugger has ever reported being questioned by an agent re a name change or having that rule read to them. There is plenty of evidence that SVNers are either unaware of this rule, or they are actively ignoring it, as there are literally thousands of Starwood rental ads out there that are clearly SVN exchanges. (How can you tell? Ads for WKORV/WLR/WPORV will not list a specific view. Ads for HRA or WSJ won't indicate a particular phase.)
Clearly, Starwood could take additional steps to prohibit rentals if they wanted. How hard would it be to put more clear language on the name change form? "Note: SVN RENTALS ARE PROHIBITED!" But they haven't.
Personally, I don't imagine SVO will ever actively spend time and effort to enforce this rule, mainly because it's no skin off their back. People who rent exchanges are paying their fees, so what difference does it make to Starwood if they are personally using the week? But, can I guarantee that Starwood will continue this laissez-faire approach? No. Can I ensure that you won't be caught? No. So my advice is to not do this, but if you choose to, proceed with caution.