I did this same research a year ago. The best for my use was Coat it, for the reasons above + you can spot repair later on without having to remove the old stuff. If you prep good, it will apply over itself and last a long time.

For first time application get the large bucket (~gallon Can - actually by weight but looks like a paint can). You can use the pint size for reapplication in later years once you have a base.

- Get a high quality roller, thin Nap - or a large 'Squeege type' applicator. I mistakenly use a cheap paint roller and ended up with fuzzys on the bottom of my boat. a very artistic art deco touch, but not what i was looking fro
- Pay attention to prep. the bottom needs to very clean and slightly roughed up. I used 80 or 100 grit sandpaper. a rotary sander makes it go faster. I just used soap and alchohol to clean, but ive heard of others using acid baths or other prep with better results
- Pay attention to temperature. Best to do in the summer with temparature >70 degrees. Applies faster and more even, also cures faster.

Prep will make all the difference with Coat it. my first time i made some mistakes and it it chipped in spots where it didnt adhere well.

good luck,