[klaatu]

The paint noted by the OP is ceiling paint. Although it appears to be their cheap stuff. Seems strange that they would describe it as being both "super flat" and having "good light reflectivity". Looking at the first photo, I would not have guessed that it is a flat ceiling paint.

ProMar® Ceiling Paint is a top performer for budget-conscious projects. Its super-flat finish and good coverage minimize small surface imperfections for a beautiful final look in less time. With its ceiling-white color and good light reflectivity, ProMar Ceiling Paint enhances the fresh, airy feel of any room.

They're trying to sell a product. Would you expect them to say "it sucks!" to do that? Yugos were great cars if you believed their marketing.

 

[klaatu]

as soon as i see the word "promar" i know what the problem is. It's a 40+ year old paint formulation. That would have been retired 30 years ago if they weren't selling so much of it because the painters get a "great discount" on it. There's a reason they have to give
"great discounts" on their paint to sell it. It's cheaply made, and priced way, way to high to the retail customers. It's how they pay for all their beautiful stores, massive marketing campaigns, and their recent college graduate store personnel. Who know absolutely about paint other than what the SW marketing tells them.