Rental Cars will *****from you, read the contract

I booked a vehicle recently through rental cars and was shocked afterwards to realise I did not pay R350 per day as was advertised but over a R1000 for a small entry level vehicle. They advertise the bargain deals, but they scare one into taking full protection cover of R639. If one reads it quickly an impression is created that this money will be refunded, herewith the exact words: \At the counter