Location was XNA (Northwest Arkansas airport).

Surely we don't think an ordinary retailer can advertise a product for one price in a printed circular, then raise the price when the customer gets to the store. To me, this feels similar: Hertz's web site advertised a price and even took the extra steps of committing a name & date to the offer. We don't let retailers advertise one price, then impose another. No fine print can get a retailer out of that obligation.

At the time of pickup, the rental agency was insistent. I either accepted the extra charge, or didn't get the car.