I had a good look at the website last night, and it does seem interesting. I also found a local distributor about 30 mins away from me. I may have to score the starter kit. The stuff's a bit pricey, but if it's half as good as they (and you) say, I guess it's worth it!
Some of the things I'm reading remind me of industrial epoxy "paint". It'll pretty much survive gunfire, but it, too is susceptible to UV exposure, and will chalk if overexposed.
Since POR-15 does not appear to be a two-component material, I doubt it's epoxy-based. Aliphatic Urethane is some pretty gnarly stuff, too, but it's UV stable. So I'm no closer to figuring out what this stuff is- but I am intrigued.
EDIT- Weird. I just made my 2000th post. AGAIN!!!