I used herculiner on my flareside. It said on the directions the gallon bucket was enough for a full size bed. I beg to differ. It was perfect for a flareside but you'd need another half gallon, damn near, to do a full size. I spent 5-6 hours of prep time myself sanding, cleaning, taping. I did a first light coat and three heavy coats of it and it held up awesome. Yeah it did fade but then again so does line-x and rhino. It's called armor-all, works wonders on all three. If you're a careless person and like to just toss heavy metal items with sharp edges or corners into your bed, then herculiner isn't for you. I loaded my three wheeler in the bed of my flareside countless times. I actually went through a buttload of straps b/c the herculier would just shred em. A couple ppl saw the bed of my truck after it was totalled and the herculiner still looked awesome. If you pay attention to the small details and aren't careless then Herculiner might be for you. I have my own construction business and had tool bags, generators, builinding materials, and all sorts of junk in the bed, it held up. Herculiner has alot of thick rubber-like granules in it also which make for awesome traction to keep stuff from sliding around. I had one of my work trucks line-x'd and it was like freakin kitchen tile, very durable but pretty smooth. That's what made me wanna try the Herculiner product.
Plus it gave me something to do so I could get away from my old lady for a day =]
If you've got $300-$500 to blow then go with the line-x or rhino retailers. The lifetime warranty is what you're really paying for. Beware, rhino only warranties the liner at the location it was installed. Whereas line-x has a nation wide warranty. I may be having a dislexic moment and have them switched but I'm 90% sure on that.