I should have been more specific.

In my case the Gold rate is actually including less options!!!

Go to: http://www.hertz.se
Location ARN (Arlanda airport)
Date: 24 July until 2 Aug.
I have added my CDP (which gives 10% off)
Pick Ford Fiesta: price pay now: 2821.5 SEK rate code: WOW3SE
Included are Liability, TP and CDW

Now I login as gold.
The very same CDP is from my profile.
Pick Ford Fiesta: price pay now: 3191.50 SEK rate code: EOX3EU
Included is Liability, excluded are: TP, CDW

Conclusion
Logging is a Gold I not only get to pay more, ALSO expensive options are extra as Gold.

However now let's try to go to hertz.com
the web site is picking up I am in Germany and eventually I am offered as

Nobody: rate code WOW3DE (LIB, TP, CDW included) and I can pre-pay as well with guaranteed rate.
Gold member: rate code EOX3EU as above (included: LIB, excluded: TP, CDW) here I can't pre-pay

Further conclusion, depending on website and IP location I get served up different rates. But logged in as Gold the rate and the conditions are the same.

I am not 100% on all the option fees, but it will be approx 800 SEK (approx 25%) more as Gold for the above mentioned week.

Am I missing something here or this is really discouraging?