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

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the cheapest 5 gallons of paint to buy is the most expensive 5 gallons of paint you'll ever buy. Expect to do 3 coats and have it still look like garbage. You'll likely need more paint than you would if you bought good paint in the first place, quite possibly enough to cost more than just buying the good paint in the first place (not even accounting for your labor). just don't buy cheap paint, it's not worth it. More on reddit.com

Time out.. Behr Ultra is not a "premium paint", they just say it is.... and $28 isnt that expensive. Thats actually pretty cheap. and honestly, that paint is shit... Sherwin Williams, Benjamin Moore, PPG make far superior paint than anything available at Lowes or Home Depot, but it costs more around $40-$55 a gallon. In my opinion its worth every penny. More on reddit.com

I've used the behr premium plus and the behr marquee, both times two coats over a fresh coat of white primer. The premium plus walls still have tiny specks all over where you can see the white underneath, and both are quite bold colors. You can't tell unless you inspect it close up. The Marquee room looks absolutely fantastic, nice and smooth/even finish and coverage. I wouldn't believe a can that said "one coat only" any more than I would believe "paint and primer in one", which is to say, not at all. Fwiw I've also been very happy with the Benjamin Moore paints, I would probably only buy BM or behr marquee in the future - diy painting is so much cheaper compared to hiring it out, is easy to justify $15 more per gallon to upgrade from mid range to top tier paint, and three difference is very apparent not only in how the finished product looks, but how easy the paint is to work with. More on reddit.com