I'm not going to argue that point. In my market SW is just lucky that everybody else is consistently higher. Around here very few people get Ultra Spec for below $30-35 or Regal below $45. You may like Regal better than Super Paint or Cashmere, but do you like it $10-15, or even $20 better? Maybe you do. For high-end work cost of materials may not be a big concern, but most painters are not so fortunate to have an affluent clientele. If I were a high-end painter, I'd use FPoE and BM all day long, but if I were an average painter trying to eke out a living, I gotta say Behr and SW start to look pretty good in my region. In a market like NYC where BM is king, maybe they have the best price/quality ratio.But, sales drones who know not one valid paint factoid is only part of the problem, and it is industry wide. This conversation here was about pricing consistency. And we know what company systematically fails in that endeavor.