IMHO with what is available for pistons, you can put that money towards a better set if you are trying to make a cheaper set last. it wont stop a piston that is prone to cracking, stop cracking. at most, it will stave off pitting that can happen from coolant ingestion or other reasons but thats the biggest gain.
I think James is spot on. I personally do not have experience with thermal coatings but have been told by a few reputable engine shops that the coating flaking off is much less of a problem now with today's coatings. I am coating my pistons in my daily driver simply to see how the coating lasts in a 600-800hp application with quite a few miles put on. Until I have cold hard evidence they don't fail and offer a major benefit I wouldn't recommend it to everyone. For the ~$300-500 it costs you could step up from say a OEM piston to a Mahle Motorsport which is MUCH better than the OEM piston for a performance application.