What paint is not awful?

Y'all, I am beside myself here. We have 400 sf or so to paint, all the walls and the ceilings of three rooms, plus three closets within those rooms.

Part of it is new build, so it is sucking up paint like nobody's business. We found some old promar in the garage (not too old, and well sealed) so we mixed that in with some primer that we also had in the garage and used it as the base in the bathroom before the semi gloss goes on. That was a dream. Great stuff.

I had Valspar signature paint and primer in the other room, and it was like applying paste to the walls with a roller. That stuff is awful.

I've used Behr premium plus and liked it just fine.

Sherwin Williams promar 200 seems to be my fave. Do I just go back to that for the next one? Or is there something available in the retail side without telling SW that I am a contractor and they should sell me contractor paint?

Behr ceiling paint was fine. But I prefer the SW stuff we just got at Lowes. It seems to have a bit more fortitude. Then there was the Semigloss we put on the ceiling of the bathroom. That is SW and it is lovely.

Ugh. Why does this seem more difficult than it is?

Help me find a paint that doesn't suck? This is the kind of stuff we are doing.