So yesterday whilst christmas shopping- (Christinsanities annual reminder to atheists like me that there IS a hell and it looks a lot like a shopping center in december), I happened to pick up a bottle of Imperial Primer to give it a spin.
Its runny gesso.
Its distinct ammonia- latex smell and shrinking properties are no different from those big assed tubs of gesso you get from art stores.
Its definitely not a primer- which is a chemically different substance which acts as an adhesive between surface and paint. In fact you can rub it off with a gentle pressure and it peels like latex.
I am filing this under 'marketing polished bullshit' with GWs flash removing brush.
Give it a miss.
I am sticking to white enamel paint on rainy days. Much tougher.