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the finest paint Benjamin Moore makes is Aura. Aura is unlike any other paint on the market. Benjamin Moore Aura paint is super-durable, does not require primer, will cover any color in no more than two coats, is low-odor and environmentally friendly and just looks richer for any color.
I think we are doing two coats for various reasons...we ripped out and replaced a lot of drywall..
I have found that cheap paint usually means more coats.