I've never been able to trust her reviews after looking at her blog swatches of the EM Life Pallete shadows/blushes/glosses. You could tell she had swiped multiple times and used a lot of pressure to get such even, clean edged swatches. I have used EM's eyeshadows (I have tried three separate palletes and a sampler, and applied with my fingers and various brushes, so I have a pretty good idea of their quality) and there is NO WAY you could get the kind of payoff she showed unless you dug into the shades or applied them wet. You should always make it clear to your audience the methods you used to swatch: how many swipes, the pressure used, wet or dry, finger or brush, over a primer or bare skin. After all, I don't apply eyeshadow to my delicate and smooth eyelids with the same pressure and technique that I would to the back of my rougher-skinned hand. Remember the last time you heavily dragged your finger across the lid to deposit shadow? Yeah, neither do I.
My big issue with the quality of EM's eyeshadows, however, is not their pigmentation. The pigmentation is fine. Nothing to write home about, but fine. It is the texture on the eyes. Be the shade shimmery, matte or sparkle, they all look POWDERY and DRY on the eye, not like a smooth velvet layer of color. Does the fact that your lilac eyeshadow has perfect opacity matter so much when it looks like you rubbed baby powder on your eyelid? This is why the colors all appear so similar on the eye, or appear flat; you cannot get dimension when the shadows all have the same texture without deliberately using the stronger contrasting shades. For me, the hallmark of a high quality, let alone "luxurious" eyeshadow as compared to a drugstore brand is that I should be able to take three similar shades and be able to make a gorgeous eye-look that has its darks, lights and midtones.