After a long time of not renting cars, just started my first rental this year at LAX and I have to say the "Ultimate Choice" was a bit confusing at first but overall the experience has been good so far. There were many good choices including small cars and huge SUVs. I was going to pick up a Cadillac XTS, but instead I went with a brand new Jaguar XE.
The only weird thing was the guy in the front of me in the exit lane insisted on a doing a walk around. Everyone was bewildered.