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I looked at both and went with Bullet. My choice was based as much on my evaluation of the local applicators (because the result is as much their responsibility as the manufacturer) and the fact that I found more technical information on Bullet linings than the others. That made my inner geek happy.
The fact that they were $75 cheaper than the others didn't hurt.
Bullet (400 psi tear strength) is not as strong as LINE-X (435 psi tear strength) and Rhino (225 psi tear strength) is WAY behind both LINE-X and Bullet. LINE-X Premium is non-fading, Bullet fades. LINE-X Platinum (708 psi tear strength) is SUPER strong and non-fading and neither Bullet or Rhino have a product that strong.
Also, in the pictures above, spraying over the bed bolts is not a good idea and it also doesn't really look good.