OK, some of you have to buy this, please? for me? We just painted our entire downstairs, and now I learn about this product, Insuladd. It is a powder which you add to your primer or your topcoat, and it actually increases the insulation in your home by 20%. There are tiny air bubbles in the powder that act as a layer of insulation between the paint and the wall. Oh, how I wish I knew about this a few months ago!