Not to get side tracked, but I'm not sure I agree with the "keep it simple or keep it from the masses." viewpoint.
Our system really has the same application requirements, pretty much all epoxies do. In our case it might even be a bit more involved because our epoxies, especially the LiquaTile, are considerably thicker, more viscous, heavier, and therefore a bit more work is required to apply them. Plus, we have three coats that add up to 22 mils of coating as opposed to one or two coats of 4 or 5 mils depth. More material = more challenging to apply.
Despite that our customers (almost 100 from this forum alone) have had very good results with their DIY projects and they've saved a ton of money over paying some pro installer to do the job for them. Sure, there have been a few panic calls, a couple of creative fixes required, but all in all things go well... real well.
By the way - nothing against pro installers, I work with them myself. But without a doubt there's something satisfying about tackling and successfully completing a project with your own skills and hands, especially one with such visibility and benefits as a shop or garage floor.
I do, however, believe suppliers should give clients an honest idea of what all is entailed with the project, and the info and support to help them do it right. And if they keep people in the dark just to increase profits? Shame on them.
There are many items in your typical big box store that require far more expertise, and have a lot more at risk, than floor coatings. Pretty much anything with a gas ****** on it, most items with fittings for AC wiring for another. Despite that I'm glad they're available and that we're not required to show some license to buy the products.
Armed with solid info, helpful support, well designed products, and good attitude, we're all capable of doing amazing things.