Definition of Ultimate

'Ultimate Power Selling'.....
'Not the one ultimately'.....
'Not what I want ultimately'........

Had came across this word 'Ultimate' pretty often recently....... sets me thinking......
Does it mean Finally? In the End? The Resultant?.......

Will there be another choice ultimately?
How to determine that?
If that's really the case..... then should there be attempt or effort to be put in to change the ultimate?
If the Selling Package is Ultimate, that means there isn't any one better outta there?
What a contradiction....... Humans....

My conclusion for now..... if mindset is always like that..... then things will not change and remain there until the last moment arrived...... will there be regrets in the end? No one knows.......