Chickstick Smooth & Shiny Lipcolor in Ultra

I generally love Flirt lipsticks, but this shade was a little disappointing. The texture and packaging are great, but I'm not crazy about the color. I was hoping for a true, bold-but-sheer red, but...

I paid $10 for this. It's a bright, fire engine red and goes on kind of sheer. You can apply more easily for better color impact. However, when I pay $10 for a lipstick I do not want it for feather...