Just marketing tools, IMO. The only real difference between terms is either non-GFE, GFE (safe or not) and PSE. If someone is going to dress up GFE with an "ultimate" it just means you need to specifically ask if they do what you specifically are looking for (ex/ bbbj or cbj)
Doesn't really matter what the advertisement says, you always need to ask if there is a deal breaker for you. And if it is an item that is going to be dependent on hygiene, that you take care of your hygiene on arrival lol. Example, don't expect digits if she could clearly see that you didn't go wash your hands when you arrived.