I'll vote for the Rhino. I've had it in 2 trucks and danged if I've ever seen anything hurt it, and I've tried - - Hard.
When it fades (and it will) you can either get the Rhino stuff to make it look new again, it lasts a long time. Or you can use the same stuff you use on tires, but it lasts just a little longer than it does on your tires.
Mine was just over $400. 00, $250. 00 is a great price. BTW, the first one I had done was in the mid 90's and was the same price, so that's a great deal.
The Herculiner around here goes for $100. 00 bucks for enough to do an 8' bed, but like it was said above, it is very thin, and will NOT protect like the Rhino, plus you get to do the prep, do it less than perfect, you'll really not like the results.