This line in the linked PR stood out the most: "Valspar, the nation's most widely distributed paint brand, has completed a multi-year reformulation initiative that's yielded a comprehensive line of high-performing, zero-VOC products." Multi-year? Re-formulation?
Also, they say "breathe easier" in that PR. Didn't someone say IF's coating you can't smell at all? I know, two totally different products, but same concept.
I'm not saying this is it, just presenting this PR as an idea to toss around. But the timing is quite interesting.