A saying that used to be attributed to some less than scrupulous tailors when trying to pass off suit material that was less than top quality.
The same can be applied to the purchase of house paint. Some house paint companies advertise that the paint they use is "Thick paint...up to 20 times thicker than normal" to infer that the thickness adds to the quality when in actual fact quite the reverse is the case.
Paint manufacturing companies will thicken "economy" paint by adding chalk which of course is porous and actually attracts water and damp instead of repelling it.
The addition of chalk of course explains why a bucket of such paint will actually be much heavier than the same quantity of a quality product such as Jotun Jotashield which is manufactured with the appropriate chemistry to ensure it´s effectiveness and long life.
Therefore when choosing a house paint it´s always better to "Feel The Quality and not the Width"