I was a die hard Bejamin Moore paint customer. Many of my friends are contractors and they all agreed. I've rolled, brushed and sprayed most of my large ranch with it and with good results. However, in a pinch I happened to use Sears Mid-quality latex paint and I was surprised at how well it covered, it's finished appeareance and so far it's durability....and at a reasonable price. I would say that the quality is comparable to BM. BTW, in my opinion there is no such thing as a "one coat" paint.