Multiple users here that have both ultima and zaino say that ultima looks nicer and beads like crazy (on the ultima board it has been described as water falling off the car).
Now as you know 90% of the look is going to be from prep, so the look may be slightly different but not huge. Personally I would rather support David B than Sal. I have emailed sal a few times and it seems to me he is only interested in you if you are submitting a testimonial or placing an order.
Also I don't like it when companies say that their products are the best period, which I have in an email from Sal, him saying that his products are the best out there period.
David B does not make this claim, thankfully.
I do not recall who exactly said they have used ZCS and UPGP and said they preferred the look and beading of UPGP but I am certain someone will chime in.