Alex - its similar in the respect that there is Ethanol content in the fuel but not exactly the same, as I'm finding it hard to monitor how much E is in my tank at a given time. Also, the E content of Caltex E-flex is variable, so its anywhere from 'E70' ie. 70% ethanol up to a max of 'E85' ie. 85% ethanol. I'd say it would be somewhere in between most of the time. United premium 100 is 90% ULP98 with 10% E.
MR2QIK - You're right about problems with availability, I went to a United servo last year that said it was available on the website, but found out it was unavailable when I went to fill up! The attendant didn't know anything about it either lol. Now I just call up and ask before I go to save time.