Don't roll it on, get it sprayed. I've used the roll on rhino liner on a friends jeep and also used the roll on bedliner on my last boat for rub rails. Problem is that the roll on stuff is made very thin compared to the spray on. You would have to do like 6-8 coats to get the same thickness because when you have it sprayed they use a bigger rubber medium. Rolling it on will work well for a non-skid surface after 2 or 3 coats, but if you want to deaden noise a bit you will need the thicker rubber pieces from the spray process.
I've had several friends get there trucks done by the pro's and the rhino liner is a good product. However Line-x is much nicer IMHO, especially when you get the UV package.