don't believe a word of this nonsense

I just used Behr Marquee...same one coat BS..it was thick, sticky..2 coats and took forever!

Never again..

My daughter and I really cheaped out and bought Valspar's $14 gallon paint. She repainted wood cabinets and a wall that was deep red (bath). Took two coats and looks great. I would be interested in what the difference is in $60 gal vs what we bought. Will she regret the overall longevity? It will be interesting to see any future transition using cheap paint. Sure flowed great on wood cabinets.

Cheaper paints have less of the high quality ingredients than the more expensive paints do. This could mean that the cheap paints will fade faster and will not be as durable and will not stick as well where adhesion is a concern as the more expensive paints.

Even if a paint were to completely cover in a single coat, you're bound to miss some spots. Two coats are needed to even out any inconsistencies and cover missed areas.

Although the PAINT might be capable of that kind of coverage, very few painters can apply it as evenly as you have to. Most novices spread the paint too thin, and most pros are in a hurry to get done.

I always assume two coats to get even coverage, and some colors need three, depending on what is covering what.

Current project is raw plaster, so it will be 1 coat of primer, then probably two coats of color.