Since I work in a paint department, I knew which ones were good, which ones were so-so, and which ones to avoid. We had this couple come in talking about getting a new paint and I showed them pictures of one I liked and had success with in the past. I showed them which one I was referring to and the lady gives me this big stare and told me that was the one they had, and it would not cover well. I got them something else but they had made a big fuss and they okay-ed them to return the paint they originally had gotten.
I knew something had to be up, the color they had was Choice Cream (SW6357) which is kind of between off-white and beige. Neutral colors typically cover very well even in the low-par paints, deep vibrant colors (especially in the Red-Orange-Yellow family) don't cover well even in better paints. The label had been faded which meant they left it outside for who knows how long but I saw they got it originally in June, and it was September when they came back. I open the lid and found it had settled down (as you can see from the pink color) and some of the paint had gotten chunky (that's why you keep them at room temperature 24/7) as well. I heard almost every paint or paint company be praised and condemned by various people, but honestly when it comes to mid-grade paint on up, if you're having problems, it's most likely your idiocy, not the paint.