There is so much more to just a coat of paint that you fellas have no idea, what it takes to truly obtain a coatings true sheen. I dont need to do light studies, its simple. I bet you have no idea the purpose of a primer, and what they can do. Im not selling shit, so I, not gonna drag this out. If you still believe flat REFLECTS more light you are still wrong, flat disperses better...its flat, no reflection properties..aka sheen index value for light dispersion. Thats is, forget your footcandles, scale models are not real life experience. C you said it YOURSELF. Flat paint absorbs LESS than gloss...and that means flat is just as reflective???...you lost me. Yea If I throw a sheet of mylar over my flat wall...all I will be doing is waiting with bleach to scrub that paint job off as soon as mold begins to fester on your "shiny flat walls" behind the mylar. You get where I am going here?? My argument is simple...flat is NOT reflective,NOT washable,invites mold and fungus, and should only be used if you are covering it WITH mylar..there! And if you are worried about light dispersion, your walls should be straight, not crooked. The dude asked about REFLECTIVE qualities and you want to lie to him about flats reflective qualities..not light dispersion. Anything can disperse light...the type of roller used can disperese light, with the stiple created...but you architects already knew that. Tuck it in boys.