This has to be the most difficult of all the colors to paint, I agree. And when my customers choose to have this color done it sends chills down my spine!!! But, after working with it about 11 times this year I have managed to get it apply extremely nicely. I simply burnish the surface after about 2 coats, and it usually takes about two coats more to get it perfect. And if you don't apply a gray primer on a white wall good luck!! The stuff doesn't cover white for anything. I too also suggest Behr paint. You can have it color matched and it covers much better. But my first time with the RL red took seven coats!!!