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Shine-wise, I would say the 3M is a bit more reflective, so with a normal wash, you can tell there is a bra on the car. When the car is really polished and shiny, then the bra blends right in and you don't even notice it.
The Xpel is definitely thicker such that it develops a lip between the edge of the bra and the painted surface where the dirt and grime likes to build up and so you see this dirt line.
Durability wise, I haven't noticed any difference. The door edges are wrapped and one of the door dings on the car shows a bit more, but the car is dark blue, but it didn't damage the paint which to me is more critical. On the SUV, I hit a 2x4 on the highway and it scraped off a dime-sized area on the front bumper and that's starting to get dirt in it and peel away a bit of the wrap, but it's also been that way for a couple of years and now it's probably about the size of a quarter. So still happy with that. Other than that, I can guarantee both have been subjected to rocks, gravel, sand.... And none of that is visible in the wrap and definitely not visible in the paint.
So I am happy with both.
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