In reply to apw:
Lost count of how many times I have picked up a hire car from Alicante.
Never had a problem even after scouring the web for the very lowest price.
Only time a problem when calling cold at Barcelona Airport. That was sorted out by Mastercard.
Book from this country and follow any advice above about fuel tactics and insurance.
Its actually so cheap in winter, you really all should be ashamed at complaining, all they are doing is keeping a bit of cash flowing and the car batteries charged. Like Easyjet, only profitable in Summer.