I'm PFL, going on a decade now. I have to say that I could have been Ulti in most of the years since the program was launched, and have in fact "qualified" for Plat in the years since I have been PFL in some years, but to be honest, there is no USP that has sold me on Ulti, especially when reading through the limited benefits received by Ulti's, and how slapdash they have always been.