I like F&B - which I know is not very cool.
But...
a) I genuinely think it paints better than any other paint I've tried. Every room I've done with another brand, I've hated the finish and ended up redoing it.
Dulux did do a special emulsion with a more cleanable surface without the shiny look but it won’t match the deepness of proper matt products.
I think I originally used this in my hallway. I bloody hated it! It marked so easily and whilst it was wipeable, the slightly rough texture of the matt paint meant I ended up with dust smears where I'd wiped. It was a painful mistake because painting a hallway (and stairs and landing) is a ball ache. It's now in F&B modern emulsion which I find much easier to keep clean and unmarked.
b) almost all the F&B colours are lovely which feels like I already have a shortlist to choose from. If I go to Dulux (for eg) I have to wade through all the rubbish colours I don't like. I am lazy and so choosing from one of ten lovely blues is much better for me than choosing one from 30+ blues some of which are nice and some of which are awful.
c) I can do touch ups all the time and with F&B you can never tell, even different tins of the same colour are consistent. With other brands, I've found I can always see the touch up. As a messy and clumsy house, this is most useful!
All that said, my brother painted his house in Dulux and is looks absolutely stunning - so clearly it's horses for courses.