Everyone I've communicated with has sprayed the Rosco. Generally 2 to 3 heavy to medium coats. (generally spray a second coat after "milkiness" goes away, 5 minutes) After dilution, it is quite thin. Very low in smell, comparable to any latex paint. Coating is very forgiving, in case of "runs" (I spray on a vertical wall) I merely dab with a clean paper towel. I've never tried rolling application, again, the milky mixture is quite runny. The gloss Rosco is much thinner than the matte Rosco, which probably has a thickening agent added to keep the matting agent in suspension. They are both milky in appearance. Dilution with water is required, or they may dry with a milky appearance. (have never had a milky drying problem, I always dilute) You can mix the gloss with the matte. I generally mix at 3 parts gloss with one part matte. The matte is VERY matte! (too matte for my preference)
It drys quite quickly, depending on humidity conditions. I've found it dry to the touch within 10 to 15 minutes, but let it sit for an hour or more before rolling up. I've stretched canvas' within a couple of hours.
As with any vinyl acrylic, the coating must "cure". Do not put canvas' face to face until fully cured or they easily can stick together. (I've had that happen with canvas' that have been allowed to dry for 3 days)
Do not try and hasten drying with heat! Read the label on the can for full information.
Hope this gives everyone enough information if they are interested in trying.