I have Herculiner on the entire floorpan of my XJ, and Line-X in the bed of my truck. The Herculiner has held up beautifully to all the abuse it sees in my XJ, including a battery acid spill that turned a shop rag into a small pile of dust. I recommend it for the interior of your Jeep. In fact, I like it so well given its cost that I used it to coat my aluminum-framed wheelchair and the treated wood deck of my Jeep trailer. It's a great non-skid surface that really holds up if you scrupulously follow the instructions for prep and application.
All that said, I went with Line-X in the bed of my truck, for a few reasons. The truck was brand new and I wanted it to run up over the bed rails and look professionally done, with a nice clean straight edge. It looks fantastic, much better than I could ever have done with a roll-it-on-yourself product like Herculiner. It also protects really well. Of all the stuff I've had rolling and bouncing around in my truck bed in the last year and a half, only one thing has managed to make a small cut in the Line-X - and that was an engine block that came off the tire it was sitting on and landed against the tailgate. That's it - no other cuts, chips, splits, tears, wearing or anything. That stuff rocks. It's also available in many colors, whereas Herculiner is available in three, IIRC. The downside is that its expensive to have sprayed on.
So, either product is a good choice, depending on your budget, preferences and intended use. I'd stay away from Duplicolor and anything that comes in a spray can. They go on very thin and I've yet to see one that was holding up well.
Just my $.02.
One more thing - you can make it thick - just do it in two or three coats as directed by the instructions, allowing for the correct amount of drying time between coats as per the instructions. Did I mention you should carefully read and follow the instructions? :laugh3: