The Behr’s primer is the worst garbage available on the market – it covers nothing, just smudges.
As opposed to say Sherwin Williams primer which takes ONE COAT to cover black felt marks left by obnoxious tenant’s children, or aforementioned lumber stamps, and dries to a velvety, smooth surface.
Behr’s ceiling paint is another disaster product – one of these “penny-wise pound-foolish” items:
It might be cheaper per gallon but since you have to give every ceiling AT LEAST two coats, not only your total paint costs is ultimately higher but what about the DOUBLE (or even triple) LABOR?
Compare to any other decent brands (Sherwin, Moore) where we had to only use ONE COAT for the ceiling, one coat for the walls for light colors and double for deep base.
Same with eggshell paints – Behr is more coats and more labor. Behr’s dark colors have been known to take up to 5 coats to cover evenly.

Alas, there is ONE SOLE EXCEPTION – Behr premium plus METALLIC PAINT. Lousy selection of colors, but boy does it cover!
We are using various expensive metallic paints for faux finishes, including the much-hyped Modern Masters, and the quality of coverage we get from Behr simply rocks.

Too bad they only have silver, copper and plain gold…which forces us to use the other brands…

I did notice the Behr keeps answering people’s posts here, so perhaps my comments won’t be allowed here if this is Behr-controlled website.
I tried.

Kim and I used to be big fans of Behr interior latex paints. About three years ago we switched to Ralph Lauren at the suggestion of a friend. We had an excellent experience painting our dining room – almost full coverage of a dark brown in only 1 coat. While RL is about $9 / gallon more, we’ve never hesitated to pay the premium. I am confident that you actually use 50% of the paint that would be required with Behr or most other brands.

Just my $0.02.