From the article: In a surprise for the industry, they are trying to give their vehicles a tougher look. — If you're going to spray the bed of your shiny new pickup truck with a thick coat of protective plastic, why stop there? The spray-in bedliner industry is starting to find a new business opportunity among pickup owners who are having the whole truck covered in the vinyl-like substance, not just the cargo box. For years, aftermarket bedliner services occupied a nice little corner of the automotive business, offering pure practicality — a coating that protects pickup beds from dings and scratches. Now it finds itself on the cutting edge of car fashion among owners who want to take the macho appearance to the extreme. "I like the overall look, the ruggedness," says Jesus Aguiniga of Whittier, Calif., as he watches his 2010 Toyota Tundra getting sprayed nose to tailgate in bedliner material at a Line-X Protective Coatings franchisee here, one of many shops around the country that specialize in spraying on bedliners. The trend is still fairly young. Line-X spokeswoman Cristin Liveoak says its franchisees around the country report that they're getting sporadic requests for a total body spray job. The "craze" hasn't been as much of a surprise as it as been "a natural progression" of the bedliner business. Not just pickups are getting the treatment. Some customers have brought in golf carts, tractors, ATVs or other off-road vehicles for the all-over job, she says. Some don't just go for a mundane dark gray but rather choose a desert tan to give the vehicle a military look. It helps that customizers have taken to flat, or matte, paint tones in the past few years to give their vehicles a more sinister appearance than traditional glistening paint jobs. --Read the rest here -- http://www.usatoday.com/story/money/cars/2013/07/28/line-x-rhino-coatings-bedliner/2588539/