I went the herculiner route also. I'll try to remember to get some pics tonite. I grinded down everything then did a thorough rubdown with acetone. I got two good coats out of the 1 gallon size and I need to get a quart to finish the tailgate. I covered from the ledge in front of the back seat all the way back and up on the sides of the bed too. I think it came out really nice, especially for an area that doesn't see as much weather as a normal pickup bed. I did it just before the weather turned cold and am waiting to finish until the temps are consisitently a good bit warmer. I can attest that it did hold up through the winter to rain, snow, dirt, heavy stuff, waterfowl blood, oil, atnifreeze, etc.
BTW - my local Rhino shop quoted me 600-650 to do the same area.