I can understand what people are saying, but it's a mistake to directly compare F&B to conventional paints. The formulation is quite different. Mainly in the fact that they use material such as clay for thickening and bulk, and soot for black pigment. That kind of thing.
It's retrograde really. The idea is to replicate very old, and quite primitive methods and finishes. Rather like the old distempers and lime paints.
On my own house, I've even used F&B eggshell on the exterior of the windows... and they're plastic! Sounds awful doesn't it? In fact. the colour and especially the reflective qualities of these paints gives a very "natural" look. A much softer effect than using modern "plastic" paints.
It's just another way of doing things. F&B are very dense and opaque. I'm surprised that some have had problems with coverage. Again, I guess it's simply because these formulations are so different, they need a quite different approach.
In the right setting/period, as with some of the "grander" houses that I've worked on, the finish is dead right.
Incidentally, as an alternative, I've recently been very impressed with products from Earthborn Paints. They're trying very hard to give F&B a bit of competition.
To pick up on Kval's mention of "shabby chic", whenever I've done this, it's good old Dulux emulsion every time. F&B would be completely wrong in that case.