I agree with CRJ, I would say its on par with farrow and ball.
I cant think of her name, but I think her surname is something like 'toppin' she's loved up with a footballer, Sol cambell rings a bell, it could be sally topping or something like that.
I have used fired earth paints, and you do pay over the odds, same as farrow and ball, but what I did find was, that it had a slimy feel to it, much alongs the lines of how silks feels, its not bad stuff, but IMO 'dulux' is far better.