F&B paint - Emperor's New Clothes?

[BibiThree]

I've heard that F&B is the absolute bees knees, the most magical of pains that change tone depending on the time of day etc.
I've also heard that they're a bit Emperor's New Clothes. A lot of money and hype for poor quality paint.

I'm going to paint a very dark blue/navy in he living room and before I splash out, I wondered what the score is?

Just a few pointers -

how many of coats of paint = how good is your paint technique, the tools you use painting, your prep work, colour you’re using compared to colour walls were before. Darker coloured walls now being painted lighter colour needs more paint.

Chipping = how much/correct prep done, paint technique (paint slapped on or a few thin coats, allowing to dry between coats)

That is with any paint.

I'm a bit meh about F&B tbh
Little Greene is great though and they deliver (whoever said they couldn't get it)

They do have some beautiful colours but OMG, the price! I got a massive 10L of Johnstons Ivory Spray the other day to do our dining room for the bargain price of £15.99... the same would cost me almost £170 for F&B. I couldn't justify that but we do rent... maybe if you own it's not so bad?