I think you need to go back and hear what Schiller had to say about matte options on classic MacBook Pros. All they literally do is not include the glass cover and add a support frame around the display.
Provide a link to said keynote. Even so, if that is what was stated it is wrong anyhow.
The fact of the matter is:
Anti-glare displays have a coating put on them to make them anti-glare/reflective.
Maybe you will trust Popular Mechanics:
http://www.popularmechanics.com/technology/how-to/tips/4213062
As mentioned before the coating can be removed. Physical evidence of said coating:
http://hardforum.com/showthread.php?t=1674033
This is how it has always been and is well known by those who are up on display technology.
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