It was actually a little cheaper than the quotes that I got here for the Line-X, but that wasn't the deciding factor for me. The biggest thing was the way they prepped it (instead of going through the clear coat with a pad, they use a brush that really gets it down and in all the corners, it's much more thorough). Plus in my town, it just so happened the local Line-X franchise was sold and since it went under new ownership there are no experienced sprayers. They have one brand new guy just starting out-I'd rather not be the truck he learns on. The previous ownership had a lot of warranty repairs, so their work wasn't the greatest either. The owner didn't know diddley squat about his own web site, had no good answers about application thickness when I asked him and just didn't leave me with that feeling of confidence when I left there. He also told me they would have to spray over the access panels in the front walls of the bed because they are "too stiff" on the Toyota to be removed. That was the last straw.
The Pro-Cote shop removed all the hardware including the access panels, as it turns out they handle all the bed liners for the local Toyota dealerships (I didn't buy my truck here in town so I wasn't aware of this) and he just laughed about the bit about the panels being to tough to take out. I just really lucked out that I found a local family owned business that truly cares about quality of workmanship
and I like supporting the small guys!