Why do I hate it so much.? From personal experience. Granted it's been years but burned twice, I see no reason to go back as I have never had an issue with B&M or SW. When I bought my house several years back, we got a bunch of Home Depot gift cards as house warming gifts . So off we went to buy paint to repaint the place. The master bedroom was a slight cool white, we wanted a warmer white. Just a white subtle color change. We also painted the remaining bedrooms , one a white the other a mauve, and the hallways. The mauve paint was Dutch Boy (which HD sold back (along with Behr). And this was before color matching, so if you wanted a color from company A, you had to get company A's paint. The mauve paint was going on over a green wall. It cover d beautifully in a single coat and the paint is still on that wall today. The white for the hallway which was a basic Behr white, not tinted went on ok. It all required two coats which was fine, but it took some effort to get a nice finish. The master bedroom with the Behr was another story. Two coats and it still wasn't hiding the prior color and was uneven. I am not a pro but I have done plenty of painting in my life, never before or since have I had an issue covering white with white. After some terse words with HD they eventually gave me the two gallons to do a third coat. The third coat worked, but I spent a lot of time I didn't have at the time and had to rush through the the rest of the house. The other thing I found that the Behr wasn't really washable in any way. Once it got dirty it pretty much stayed that way. That went for the hallways and the bedrooms.
The other experience was deck staining. Behr semi-transparent stain lasted one year. I normally get three years out of deck staining. So application and durability issues are my complaints. The two things a paint needs to do well. The other thing is I need to deal with HD. I am sure in some areas HD may have some great people, but not here. It's a chore to shop.