Get away with Matt Diamond/Endurance in a kitchen?

[rcd1976]

First up, what's the deal with trade vs. DIY paints? Travis Perkins will sell me trade paint without an account but I bet it's double what a pro would pay (what does a pro pay for 5L of Diamond?). How come the DIY paints are so much worse? I want the longer lasting paint, but is Diamond in the Trade range so much better than Endurance in the DIY?

Reading more, seems like Dulux are getting quite a lot of stick on here. There is a Leyland Decorating Centre near me: has anyone used their 'Hardwearing Matt', is that any good?

Also, I've got an open plan kitchen with the same walls that continue into the lounge and dining area. So I don't really want eggshell or kitchen paint on the whole lot. If I tile a splashback around the cooker, and maybe get an upstand on my worktops, will I get away with Diamond/Endurance matt above the rest of the kitchen worktops? It is supposed to be scrubbable.

Also, I've got a shower ceiling that comes right down within a few inches of your head in the shower, so it will get direct water bouncing off my head, rather than just steam. Is there any paint people would recommend? Will normal kitchen and bathroom paint do, or Diamond/Endurance eggshell?

Thanks, didn't realise buying paint was so complicated...