it flexes with the metal, goes on thicker as it is rubberized (I think). it can withstand the sun far longer then regular paint. One guy on the jeep forum tried just regular flat white paint and then he tried the roof coating and notice a big difference. It actually insulates. I know because I had to bolts that went straight thru my jeep Cherokee roof to mount a CB and that Cb bracket became a heat sink. After I coated the roof I could actually touch and hold the bracket and it was cool to the touch.
Its not much more of cost then using regular paint. its more durable against the weather then regular paint.
you just have to be a bit more mindful when working with it cause it does like to stick to stuff.
I am going to try and get it done as a write-up so I will have pics.