I tend to use Optimax out of habit. I tried BP Ultimate, but the station that does it charges about 6p more per litre more. I didn't immediately notice the difference to be honest. This was at a time when Optimax supply was cut off, due to the fuel depot fire - I also tried Tesco 99RON - cheap, but didn't seem as wonderful as the rating would suggest.
So I've gone back to Optimax for cost/availability. Some fills are better than others (Fuel freshness issue, noted by EVO?), but it's at the higher revs it seems to make most difference. Wasn't bowled over by the Ultimate, but maybe it was an un-fresh fill - due to the cost, I didn't try again.