The problem with the wheel protectant is that you need to apply it after every time you wash your wheels. Which can get real expensive if you wash your car often.
It is basically a spray-on coating for wheels that makes it so brake dust has a hard time sticking. You can see the coating on the wheel (makes it look kinda matte) and the surface feels different to the touch. This product has nothing in common with the normal Armor-All protectant for plastics/rubber/vinyl.