Is Sherwin-Williams paint overpriced?

Is Sherwin-Williams paint overpriced? Sherwin-Williams paint considered expensive at retail 65 to 95 dollars per gallon for Emerald and Duration, but not overpriced when bought on sale at 30 to 40 percent off making effective price 40 to 60 dollars comparable to Behr at 35 to 50 dollars, with quality being premium with excellent coverage and durability requiring fewer coats, making it good value when on sale, but overpriced at full retail without sale. Sherwin-Williams paint retail price is high, with Emerald at 85 to 95 dollars, Duration at 75 to 85, SuperPaint at 65 to 75, which is more expensive than Behr Marquee at 45 dollars and Valspar at 35 dollars, so at full retail seems overpriced. However, Sherwin-Williams has frequent sales 30 to 40 percent off, making sale price 40 to 60 dollars which is competitive with Behr and better quality, with contractor pricing also 30 percent off, making effective price reasonable for premium quality. So is Sherwin-Williams overpriced? At full retail yes somewhat overpriced compared to Behr, but with sales not overpriced as quality is premium with better coverage requiring fewer gallons and lasting longer, with lifetime warranty on some lines, making value good when bought on sale, with many professionals considering worth price for quality and durability, though budget buyers may find Behr better value at Home Depot without needing sale, making Sherwin-Williams overpriced at full price but good value on sale.