Right from when you put it on the walls with the roller and see how you only ever need two coats, not three like with other paints in some situations, you can tell it’s a better quality. So yes, it is about 30% more expensive, but it’s still good value from especially if you’re doing a lighter colour over a darker one where you might end up needing three coats with a Dulux equivalent.
However he comments about it marking easily as just so true. I swore once and even that left a terribly mark on the walls 😆
I’ve tried wiping other marks off as well and all that seemed to happen was that I marked the paint even more.
So yes, the paint has a depth of colour to it that other paints seems to lack, but it’s completely impractical in anything other than show home or a home with no kids.