Just to lead: I work at Sherwin Williams, so I've got a bias coming in.

The advantage that SW paint has over Behr is the amount of Titanium Dioxide that goes in to the paint. That's what makes it more durable and have a better lifespan, but it's also the most expensive component, so when the cost of it goes up like it did in the early 2010s, it impacts our paint more than Behr. The titanium dioxide is not just unique to SW though, it's more a paint company vs. big box store issue than anything, as Ben Moore has similar pricing and product.

It's also the reason that Behr can get those bright pastel colors and Ultra Pure White that SW can have issues with. If you compare our 7006 Extra White to a Behr white paint straight out of the can, ours will look slightly gray compared to theirs.

In regards to those three products, here's the quick breakdown:

• Cashmere - it will dry with a very smooth finish that will get you a very nice high end look on the wall, and will help soften the edges of texture. Application is very user friendly, although washability isn't as good as Superpaint or Duration.

• Superpaint - extremely good coverage and superior durability and washability, will go farther per can since it's not as heavy as Cashmere or Duration. Easy to apply and touches up very nicely.

• Duration - puts a heavier coat on the wall, improving scratch resistance and washability, and overall has extremely good durability. Excellent for houses with small children and/or large dogs.

All three are self priming, which means one coat an serve as a primer and a second as the topcoat. I know superpaint says paint and primer in one, like some Behr products, but it's a half truth at best.

All three have very good coverage. I can say from experience that if you're going over a neutral color with a neutral color, you'll be looking at one coat coverage. I painted a wall Broncos orange with a navy blue stripe using Duration for the orange and Cashmere for the blue, and both of them covered in a single coat. I still did two coats (as should you!) but the second was for depth of color, not coverage.

Having rolled out all three, I like Cashmere the best, primarily because of the look.

If you have any other questions or concerns, let me know and I'll do my best to answer them. Ooh, and let me know where that store is, I'll put the fear of god in em :)

Edit: formatting

Behr routinely is #1 in the only independent testing I know of [Consumer Reports]

Paint stores stay in business by giving large quantity discounts to Pro painters [based on volume]. Your painters are likely not paying $58-70 for SW