My interior was done when I bought the jeep. It looked pretty good, and always gets comments whenever someone unfamiliar with Jeeps gets in: "Is that bedliner on your floor?" It is also pretty handy when I wash the Jeep. I just park facing up an incline, drop the tailgate, and powerwash the interior. The drainholes in the front section need to be working pretty well, though.
In the research that I had done, "Durabak" or "Duraback" (or whatever) seems to be a pretty good product. Of note are the UV inhibitors, and a bunch of colors... Were you planning on doing the exterior, as well? I periodically get fixated on putting it on the exterior. Talk about rugged. I figured a lighter color would withstand fading. I know some folks roll it on, but I have also heard that it is a better job if you spend $19 on a spraygun from Harbor Freight (one meant for textured finishes), and just throw the gun away at the end... Not only does it let you get into all the nooks and crannies, but it is overall a more consistant pattern (i.e., no roller marks).
I know one thing is certain... Be sure the surface you are lining is EXTREMELY clean. Otherwise the stuff will pull off for sure. Also, if you are doing the interior, be sure to cover any exposed nuts and bolts. Once covered, you'll never be able to get it off...