You can rattle can over powder coat just fine. The powder coat shop even gave me a can of matched spray paint for the textured black.linex would be repairable whereas powder coat is durable but basically has to be fixed professionally
Im not sure bed liner really helps that much more than powder coat or paint. Rust will still happen and liner is harder to strip off and touch up. If rust isn't a concern because you just plan on re-coating every few years or you live in some sort of rust free utopia, then my points don't matter. :D
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