Bought this at same price in The Range. It looks fine on the wall but found it took and extra coat compared with Crown matt emulsion that I used previously.

Homebase - Price £12 (10 litre + 25% Free + 12 Litres) Johnstones Emulsion

This is VINYL emulsion harder wearing and more durable than non vinyl emulsion

trade paints are vastly superior, a lot of these products are like coloured water, the trade ones at the trade centres have increased vinyl content, higher spreading rates 16sm2 coverage a litre v 12sm2 and tend to cover in less coats, wiping out any small difference in price esp if you are paying a decorator. macpherson paints is a good budget trade paint brand, crown decor centres, they would mix you any colour any brand (or close enough).
also good advice if people are struggling to get a decent decorator or any other tradesman, ask at your local trade centres they will point you in the right direction, these guys will know the local market in tradesmen. stay away from gumtree adverts mostly chancers that are no more a decorator than yourself. 130 to 180 a 8 hr day is the going rate depending where you are.

Screwfix or jtf usually have Leyland trade for about £15 for 10l. I find the Leyland covers better. It goes on quite greyish but dries amazingly white!

The crown decor centres do have pretty good hot deals that are open to all, like l say they will match any dulux farrow and ball etc colour, the paint goes further a 5litr of dulux/crown from homebase b and q etc covers 60 sm2 the macphersons covers 75 sm2 and could well save you a coat, macphersons trade is budget trade brand made by crown trade and a pretty decent product so the paint goes 20% further than retail dulux,crown johnstones

I think paints like many things you get what you pay for, i recently bought from toolstation 5 litres of Leyland trade hard-wearing Matt @ £23 on offer. So £46 for 10 litres when comparing to this deal. However it has covered well over previous colour with 2 coats my ceilings, coving and walls in my rather large 6m x 5m kitchen and 2m x 2.5m utility room. Eventually using approx 8 litres, and it's true to its spec it's very hard wearing, easy to wipe without removing paint, it's moisture resistant so when the kettle boils any steam just runs off. Very impressed with it so far, so was it worth the premium, well having bought some big tubs of dodgy paint previously i would say yes, for example the dulux 10 litre tub of standard white emulsion is only good for sealing fresh plaster, it's so thin and watered down even putting 10% in there makes it unusable, my time is money so now i only buy paint that's going to do a job in the minimum amount of time and last the longest, in the long term cheap paint is a false enonomy.

Exactly this is not fit for purpose, this is Contract Matt which is not meant for a final finish, I would use this as a first coat to cover fresh walls or where 2/3 coats are to be added on top, you don't want to be using this as your final coat, whereas Dulux Trade Vinyl you would.

If you're using it for new plaster I'd add at least 20% water. Most say 10% but I always find 20% better. Then two coats of your final finish!

Johno`s VINYL silk/matt is better than any of the DIY Crown or Dulux 10L tubs and is more than good enough for final finish, half the time you only need one coat.

I thought it was good paint but I'm not a decorator so not looking under a microscope. It's better than the Crown they'd painted it with when new.