I sprayed bed liners for a winter job a couple years back and we sprayed reflex liners. They were close to 100% polyurathane liners and retained their rubbery texture over their life. A lot of liners harden up and can chip away when something hard impacts them but the softer "rubbery" ones absorb the impact and dont damage as easily.
I would do you research before picking a local company to do your liner. How long have they been doing it? What brand do they spray? Who is spraying it? (always request the most experienced guy). Also as to see their operation, prep process and finished product.
A lot of fly by night businesses popped up when these liners became popular and they were turning out some really bad products. And unfortunately for the customer they are damn near stuck with it if they did the prep work correctly!
Things to look for in the finish product include, no drips, runs or pools of product. Nice even consistency all over the bed, no over spray on the vehicle, and how clean are their lines. Also how thick do they spray their liners? You dont want a super thick liner as it will just weigh your truck down and not provide you with any extra protection but you also dont want a thin liner. A trick that spray companies do is triple or quadruple spray the edges and then pull the wire tape a certain direction when demasking. This will give the optical illusion of the liner being thicker than it actually is.
Lastly as far as prep goes leave that to the professionals. You also have to have the truck completely masked off with a special tape before you start scuffing in order to have perfect lines so there really isnt much you can do there. Also they should have angle grinders with large scuff pads on them that will tear through the clear coat and into the paint which makes the scuffing process very quick. Plus that stuff is bad for your lungs and you dont want to inhale it....
Linex is a good brand to go with and will easily win your poll. If you have any questions feel free to post or IM me and I would be more than happy to answer them!