There is definitely a difference in brands.
I suspect the dealer is doing it more for marketing and curb appeal than anything. Few of them ever leave the concrete jungle and are easy to keep looking nice.
If I had a jeep I was beating around the backwoods with I would line x the quarter panels. It does prevent some scratches and gouges.
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These are colored too. Black ANYTHING is a nightmare to keep clean. I have a black Vette I keep a quarter inch of liquid glass on and one pass by a field that's being plowed and it needs washed.
Maybe color + gloss keeps them a little cleaner? Again- the Line-X I'm used to seeing in truck beds is flat black. I'm talking about a colored Jeep. Alan's is red right?
I'm also not one to wax my sxs- we have the good fortune of living on enough land to ride them weekly so they never stay spotless. If you like it so clean you could eat off it Line-X may not be the way to go. If you like the look and the toughness (and can swallow the price), I think it's a cool look. You sure don't see many of them!