Remember something very very very very important: The Apple Store environment might not be an accurate comparison to your true typical working environment. The Apple Store is very brightly lit, but more indirectly.
The gloss screens have so much reflection that it can be a major pain in certain environments. I use my laptop outside A LOT and the matte screen is a major plus, because it diffuses reflections.
Wherever you go to compare (Apple Store, Best Buy, etc.) do a lot of moving around to see how major light reflections really affect the visibility of the screen.
I bet in a few years we'll have a combination matte/gloss screen that is controlled by a polarized pixel filter. Turn on the matte when you need it (bright ambient light) or turn it off when you don't!
