Haven't seen it in person, but have seen a ton of pictures. There are MANY shops installing it out there, probably in Colorado as well. Check out your local Dip Your Car installers and see if they're working with it. I know the product is fairly new, so they are slowly rolling out the authorized installer list still - actively vetting shops to make sure it all works out.
It's basically positioned as peelable paint, premium, heavy duty version of the Plasti Dip concept. It's not a DIY affair at all, made especially for people with the equipment and environment for it (paint booth, etc.). For something like the whole car, it's a great idea. Very durable, fuel resistant, and able to get an ultra high gloss and perfect mirror-like surface with some correction afterwards.
I believe the prices are going less than the cost of a real paint job, and maybe even less than vinyl as well. Actual rates will depend on the market (labor costs, etc). I'd expect the 4R to start around $2500-$3000. Beyond that, door jambs, roof, extra buffing/correction, special pigments, pearls, colorshift, flakes, etc. will all cost more.
If you have money to blow and want a different color, go for it. It should be better than vinyl and still removable. It should be better than actual paint in that it is removable if you want to go back to OEM and should be cheaper as well. I can't justify the cost at all. Might be something decent to try after the 4Runner gets up there in miles - would make it look brand new on the outside (assuming a qualified and professional install job).
