I think the reason Apple dumped the matte option was due to wanting to be eco-friendly. The all glass displays are easier to recycle, cheaper to make, and don't use caustic chemicals to produce - though I'm not sure how adding a matte option would affect that. Maybe it's because turning a glass screen to matte without doing some kind of overlay would be difficult and expensive. Or, to create a separate technology for matte option would be logistically/financially prohibitive? I suppose Steve took a look at the numbers and saw that 50% of people prefer glossy and decided to go with it in order to save on manufacturing costs. In the end, it wasn't a matter of Apple deciding to go glossy over matte; I think it was simply because they were no longer able to make matte screens with the new manufacturing process. If that's true, you all need to get used to it because glossy is not going away, and matte is not coming back.