Just a little story. My granddaughter is in college last week she called me because they (her and her roommates) had to paint a room they were moving into. So guess who they called? This room was painted white, really white, and they wanted 2 walls blue, real bright blue. And the walls were a medium knockdown texture. We went to Lowe's and I told them they would probably need 3 or 4 coats to cover the white with the bright blue. They went to the paint dept. and got some Valspar paint (I don't remember the number) it was $10 a gallon, did I mention college students with little money. I went down a couple days later to do touch up and the surprise was on me this stuff had covered very very well. I kind of laughed when they bought it but I guess the last laugh was on me. If I had rentals or flips or just wanted to go cheap I would really further into this stuff. Did I say $10 a gallon?
Just read threads on this site about it not sticking for long or coming off in sheets when you try to wipe anything off it before getting to excited.
I would still use the contractor grades of the SW or Ben Moore before turning to something like Valspar. If quick turnaround and price are a factor.