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Herculiner works well. Not quite as good as the spray on, but for the savings, well worth it. It's all about the preparation. Make sure the surface is clean and free of oils/grease. Also, it helps to rough up the surface to give it some tooth for the Herculiner to grab on to.
I was just looking at some sample "chips" of the spray on stuff. It's really nice and thick. But the sales guy told me that the roll on stuff works ok and is cheaper. He told me to roll on extra coats to build it up thicker. I might try that.
You can also spray the roll on liners if you hav the right gun and an aircompressor. I spayed the floorboards of my 70 Crewcab and I'm also going to be doing my bed,and its faster than rolling it on and less messy. I used the stuff called Hippo-liner.
The gun I used was a friends, he said it was for the liner but im sure it could have been for many diff kinda coatings that are a little thick its got a smaller can than a reg paint gun and is a siphon setup not gravity, also the gun is smaller with no adjustments and the nozzle on it is about 1/4in dia. so the goop can spray though and give you that textured look. I sprayed mine at about 40 psi with no prob. If I can get ahold of him soon I'll find out exactly where he bought it and what kind of gun it is exactly.
A few yrs ago i found a couple gals of Hercu liner on clearance for $5 at Walmart. After degreasing, some heavy sanding, I used the roller in the kit and a small brush to put on about 3 coats. It is still looking good.