This is an idea I've kept in my back pocket for later too. I'm a little surprised at those prices - seem high - but it's a job you'd sure want done right.
I've heard a lot of discrepancies between jobs at different installers. There are definitely good and bad ones. I got my bed Rhino lined (1/4 inch thick on the bed floor, wheel wells and tail gate, 1/8 inch everywhere else) for about $450, and the job was done very nicely. The lines over the top of the bed rails are very straight and I am pleased with the quality after 9 months.
For spraying your rockers however, I have a thought. Other threads have pointed out that Rhino is a softer material than the Line-X. The Rhino also seems much harder to clean and looses it's glossy surface after awhile. My Phord buddy has the Line-X and I've seen this to be true. Although I like the softer Rhino material in the bed - not as slippery - I would seriously consider Line-X for any body panels.
Just a thought.
JimD
P. S. Steve posted his while I was still typing - I don't know about Permatech but it sounds like he's keying on the same issue with Rhino fading. I don't mean to push Line-X, it's just the only one I'm familiar with that seems harder than Rhino. Steve, I checked your pics - that looks GREAT! Now I know I'll do that someday when the chips get too bad.