I had my first experience with Ultimate Choice yesterday in San Diego.
I arrived on an evening flight (10:16 PM arrival). I got off the plane and had an email to go right to the President's Circle and choose any car. Sweet. I walked up to the board at Hertz and saw my name, along with 'Pres Cir' on the board. Even sweeter! They're expecting me

Woo hoo!
I looked over to the President's Circle aisles and as far as the eye could see there were no cars. But wait, the email said I could choose any car from the other aisles, too. So, let's check that out. Nope, no cars.
I went into the building where there was a couple saying 'But we're gold, aren't there any cars?' Two more customers came in behind me. A nice guy with a walkie talkie was trying to help the couple. They pointed to a mustang parked up front and said 'can't we take that?'. He said 'I wish I could let you do that'. He then left the office. They were able to get a car.
Another employee came in and stood behind the counter. We asked him what was up and he said that he just got there. I was considering going over to National. But I'd prepaid for the rental so I figured I'd wait it out. Then someone drove up and parked a Hyundai Sonata. He asked who was next so I was the lucky one who got that one. It had 25,000 miles on it but it worked. I saw it arrive, after all!
Oh well. So much for Ultimate Choice this time.