Just wait to hear from articsteve about this: he's definitely pro-Krown and anti-dealer stuff.
I had the dealer stuff put on when I purchased my car to save some money and yearly trips to the shop. Then again, what I put on my car was a lot more 'Krown-like' than what your dealership is suggesting, in the sense that a coating of sorts had to be applied/sprayed on. Check it out at
http://www.permaplate.com/What your dealership is suggesting is a lot more 'mumbo-jumbo': electronic protection? Sure, it could turn out to be true but I'd rather rely on a company with a long track record rather than one that's changed its name once during a span of 15 years...