This stuff my friends used came in a 1 gallon sized can.. looked just like a 1 gallon paint thinner can, and the price was in the $40 to $50 range per gallon.
The 1/2 ton shortbed truck used a full gallon of the stuff.. my other friends full size cargo van used 2 1/2 gallons of it.. and both guys blobed the stuff on thick.
Not sure what it costs to have professionals do it.. but the do it yourself method seems like it would be cheaper.. unless you count the clothes/shoes/gloves you ruin while applying it!
The one guy didnt use gloves, and he had that crap on his hands for literally months afterward. It's some nasty stuff till it dries.. then once it dries, it isn't easy to get off!