European homeowners have very high expectations of painted surfaces. Aware that ninety percent of the cost of painting is labor, they generally seek out the best coatings available. It requires little more effort to apply a long-lived performance finish properly rather than an inexpensive, temporary coating. Europeans have always viewed the process of painting as a capital investment. They consider a high quality paint to be a source of great pride and pleasure, and they are aware that the appearance of a finish reflects its true underlying quality.