It's a silicon technology paint. I almost confused it with the ceramic paints we discussed recently.
I looked up the msds and data sheets. It actually has more titanium dioxide than duration and weighs more. I also looked up the special page for "recoating". Claims to have been tested heavily for repainting.
Noticed that it goes on at 2mil (dry) per coat compared to duration at 2.8 mil (dry). Not pushing the product, just not quick to discount it either.
Duration is another lifetime paint with "Perma-last" technology. I don't know exactly what that is, but apparently, it doesn't involve silicone.
Benjamine Moore also has a product called Moorelife, with a lifetime warranty.
My goal was to address permeability, lifetime coating and persistent moisture above and beyond the average wet climate. If the rodda paint is what it claims, I'd probably use it. Otherwise, it's Duration.
I've come to distrust agressive marketing, but not close minded to everything when it comes to technology. Duration is relatively new and the whole painting industry has changed, chemically, fairly recently.
Rodda's home address is in Portland and is available mainly in the Northwest. Makes me think it may be a specialized product for that climate. But, again, I've never used it. Aways a first time though.
Don't want to sound like a traitor to my beloved SW, but as far as permeability, it makes more sense to me to have thinner coats and a silicon shell for moisture repelent properties.
So, Kathgip, hope I've helped a litte bit by trying to be objective about a product I've never used.