This is the opposite. It says, "Refelects [sic] 90% of solar infrared rays," because of its "High IR reflective Pigments [sic]," so its emissivity in the infrared is 0.1, but the IR-selective paints we're talking about here are optimized for high infrared emissivity, which means they absorb a lot of infrared.

Maybe there's some wiggle room here because solar infrared is mostly near IR and MWIR, and the place where we want high emissivity (absorptivity) is longwave IR, but to the extent that the advertisement makes any claims about infrared emissivity, it claims very low infrared emissivity, not high.

A paint with low emissivity across the spectrum will slow down the temperature rise when the sun is up, but also slow down the temperature drop when the sun is down. This can still make rooms livable, but it isn't the same as what you get with regular whitewash, where the temperature of the roof is actually lower than the temperature of the air around it.

To be fair it does say "reflects solar infrared rays," which I would interpret as "the IR from the Sun" (aka NIR).

The product datasheet[0] claims a thermal emittance (aka LWIR) of 0.82. Having such a high value is typical for non-metallic surfaces.[1]

[0] https://5.imimg.com/data5/CA/RO/MY-653008/excel-cool-coat.pd...

[1] https://ntrs.nasa.gov/api/citations/19840015630/downloads/19...

It kind of blew my mind when I first learned about this whole phenomenon (mostly from the YouTube series I posted). Not all white paints are equal and it’s kind of interesting to think that something that looks mostly identical to our eyes has very different (passive) properties in the infrared.

I think one of the things in the paints that Ben adds is a set of microspheres that reject incident incoming infrared beyond a certain angle but allow it to pass through when radiated. Something like that.