Ultimate is a great store to visit. If you know what you are looking for, great. If you have a lot of questions then you'll need a lot of patience. Simply put, they are a really BIG Mom & Pop store run the Mom & Pop way. So don't expect state of the art service or order processing
Steve Wang has been a state of the art online store since day ONE!! His online store is full of information and very user friendly. However, he does have stock problems and his prices are a little high.
Bottom line, if you want to get the best price and availability, call Ultimate. Make sure you have a lot of patience and are able to redial several times before getting an answer. (even their phone lines are not set-up to handle volume, still Mom & Pop) Or send an e-mail and make sure someone e-mails you back to either discuss your order or confirm your order.
For me, I'd rather go there pay the cash and walk out happy. I have an easier time buying items off E-bay than to worry about getting through to Ultimate either by phone or online.