Bottom line? $400 out of your pocket and into theirs.
Try this on the dealer:
1. Tell 'em that if they're trying to sell you this paint protectant, you figure it must be because the factory paint job isn't so good. Maybe you should just look for another brand of truck.
2. When they reassure you that the factory paint is great, ask them why then they're trying to sell you a $400 protectant.
3. Enjoy watching them wriggle around trying to get out of a Catch-22 of their own making.