Here is my little anecdote. I painted my house with Behr. I bought one of the more expensive tiers of their paint. The paint took 3-4 coats. I thought it was a bit runny.

I told my coworker. She did the Sherwin Williams, painter came out and did 2 coats and that was that.

Of course, better paints go on better. That's the extent of my experience with exterior painting. I was left the impression that SW goes on a lot easier, fewer coats, and thus potentially saving money on labor.

And to prove my point, SW does go on thicker. It's value vs money, right? If you only paint your house every 15 years...what is $600. And the contractor goes with SW, highly likely its easier to work with. Saving labor.

https://unitedhomeexperts.com/sherwin-williams-paint-vs-behr-paint/