Dulux Heritage Velvet Matt Paint - is it as bad as you think it will be?

What's Dulux Heritage Paint like? What's the Heritage Velvet Matt like? What's it like to apply? This is my honest option, my own opinion, not someone else's view on what this 'new' Dulux Paint is really like. I did the painting using a 4" Eco Union emulsion brush and a 9" Axus Roller sleeve. Brush and Rolled as they say. Some may not agree, some may agree with my findings I'd say try it for yourself. M D Beckwith Decorators are now on Instagram, follow us   / beckwithdec.  . About Me...I've over 30yrs in the Decorating trade working in the family business (set up by my father in 1965 - who's still working today and his apprentice who started with him at the age of 15 in 1966 is also still working for us too).I've served a proper apprenticeship (with papers) from leaving school in 1990, being one of the last to gain City & Guilds before it moved over to NVQ.I passed Advanced C&G in 1994 with two distinctions and one credit. One of the awards I won while at college was winning the BDA Cup (British Decorators Association) for high standards in practical work. Then I went on to do C&G 1+2 in teacher trainer where I then taught P&D and co lectured on the decorative paint effects evening course (Marbling, Graining, broken colour work) for the next 3yrs at Basford Hall College in Nottingham (UK).... the rest is history.