Paint is scraping and wiping off too easily
It looks like other people have had similar problems with this paint. It could be a bad batch of paint, or a strange interaction between the old paint and the new, but I think it's more likely that the wall just needed a little more preparation than is normal.

Most modern latex paints will stick to glossy undercoats pretty well, but it never hurts to rough up the underlying surface with a 100-150 grit sand paper. I've also heard several painters say that the best prep they ever did was wiping everything down with a 1:10 solution of Clorox Bleach and water. Anytime I paint anything, I will run over the whole surface with a scraper just to get anything that comes up easily.

I hope that helps!