Update: The next time I tried Re:Coil I took everyone's advice and used a much smaller amount. The result was better, but not great.
Then I tried using a tiny, tiny amount and rubbing it between my palms until it turned white and creamy and applied it. It was OK, but it's still not my cup of tea. It may be something that just doesn't work on my hair, or I don't like the effect--it looks like there's product in my hair, which I don't like.
Which it didn't cost me $18 to learn this lesson.