My experience sounds like yours, Chess.
We have always had quite good luck with Behr paints (through Homeless Despot). My understanding is that there may likely be regional differences to the formulations. However, our experience has been great; the stuff goes on like pudding, covers great and does not stink to high heaven either.
Mrs. Tuttle painted our family room a deep red. It had previously been a color easily discerned by everyone in the family as "Calf-sh*t brown". Since the underlying shade was not "bright", the red covered very well (rich and gorgeous at two coats in two days). Other friends attempting this enterprise over "white" have had five-coat frustration. So, Ray's advice to use tinted primer is excellent.
