I bought this as a cheaper alternative to flat matte paint. At the time I purchased it, one can was less than $5, making it much cheaper than other flat matte paint. I haven't tested it for its intended use of transforming something into a chalkboard though, but it seems like it would work.
I used this on a metal coffee table base and it looks great. Good coverage with two coats. If using it on furniture just as paint, it might not be ideal for use in a home with kids or pets though, as it does get marked up and 'grab' dust really easily.