Unless doing weekly waxing sessions, waxes are a waste of time. Especially if the vehicle sits outside all the time. Say what you will, it is dead technology.
Coatings aren't for everyone. Technology wise, they are leaps and bounds over waxes and sealants. Some places will oversell them (looking at you dealerships and summer pop up guys) to be protection against scratches and rock chips which aren't true. Unfortunetly, they aren't bulletproof and need to be handled a certain way.
They do provide enhanced measureable gloss (via a gloss meter, so it's not subjective), strongest protection against the sun and the elements, drastically cuts down on the time needed to wash a vehicle, slick feeling that helps to repel water and dirt, and gives you that freshly "waxed" look all the time.
Can you do it yourself? Sure, if you don't mind dropping a few hundred dollars on proper coatings, chemicals, towels, pads, polishers, etc. There are a ton of DIY coatings on the market now if you find it theraputic to do it yourself. Keep in mind though, these are "dummed" down vs pro level coatings to make them easier to install for the masses. Their longevity and stoutness often times falls short. Requiring more steps to keep it in top shape. (Generally don't have as high of concentrations of silica, teflon, graphene, etc)
To the remark of it not being worth it to pay a detailer to do it. You need to factor in lots of back end costs. Business insurance, rent/mortgage, utilities, payroll if you have employees, costs of products, any customer management software/customer aquisition, certifications, and of course experience.
It isn't brain surgery by any means, and anyone COULD do it themselves. At the end of the day you have to ask yourself is it worth risking messing up a $80k + truck to save a few bucks? How much is your time worth? Plan on several hours to days depending on your skillset. As well as do you have the proper location, lighting, and equipment? Doing coatings outside is a no go.
I may be biased since I own a business on the side and my bread and butter are coatings. I would say since I've been doing this for the better part of the last 10 years or so that easily most of my customers come back because they loved having a coating installed and want it on their new vehicle. Vehilces are only getting more expensive, so paying a small fraction of their value to protect them for years is a no brainer.