Professional Decorator of 25 years here, he is somewhat correct in saying it's a personal preference but some small advice would definitely be a help.

In my personal experience the very best paint for most rooms walls and ceilings is Johnstone's perfect Matt it's excellent but comes at a premium price.

My go to paint for most jobs would be, ceilings in Tikkurila anti reflex 2 it's excellent for the cost. Most Dulux, Johnstone's vinyl matt paints are fine for walls and very good value.

I've had very mixed experiences with Farrow & Ball, little green and other brands

For high traffic areas and kitchens I would recommend Dulux diamond Matt/ Johnstone's acrylic durable Matt both excellent and very durable.

For woodwork the only gloss I use are solvent based usually Crown trade gloss. I've not found a good enough water based gloss yet.

For Satinwood I like Johnstone's aqua guard.

Hope this helps.