Yeah, it's plasti-dip.
Took me about 5 hours total including the 1.5 hrs of prep time and I used the spray kit with 3 gallons but I only used 2.6 gallons from it. Figure I might be able to do the wife's wheels with the leftover solution.
Here's a teaser back-end pic:
The wheel specs are 18x9.5 +40 with massive concavity. =D I recently learned that they'll clear my Prodrive BBK too! =D