Some further analysis, some links...
This is a great thread. I spent some time following up and found these three sites:
http://www.macworld.com/article/138137/mattescreen.html
http://www.techrestore.com/xcart/product.php?productid=18467&cat=273&page=1
http://store.apple.com/us/product/TR412LL/A
The first is a really sane discussion of the problem, especially if you read <all> the comments. The second is TechRestore's solution, which seems to me amazingly radical (a new display completely!) and has me concerned about screen quality and warranty voiding. The third is the Apple Store's quasi-endorsed solution, a film, which is much cheaper, but makes me think there's no way <I> could apply that film over such a large area, squarely and without bubbles.
The essence of the matter seems to be this: the total amount of light reflecting back off the screen from the environment is the same with either screen, and that amount depends on how and where you position it in the world. The glossy screen preserves the structure, or information, in that light, like a mirror does, meaning that parts can be darker (reflections from walls) at the price/risk that parts will be <much> brighter (i.e. coherent reflections from lamps and windows and other light sources). Matte screens destroy that structure, or information, distributing the light uniformly over the screen, at the price/risk of washing out deep blacks when the ambient light, in total, is strong. The matte screen also scatters the light coming <through> it (i.e. from the LED display) by an infinitesimal amount, which the glossy glass screen does not; and this might account for a small part of the clarity attributed to them--small, because the major part of the perceived clarity is the deeper black (increased contrast) made possible in the non-window/lamp-reflecting portions of the screen.
So yes, it comes down to personal preference and maybe even physiology. Distinguishing screen-originated information from world-reflected information depends on stereo depth perception, which some people are more senstive to than others. Some people can read writing on a window (or mirror) with ease, able to ignore the world beyond the window. Others find it hard to ignore, or bothersome to keep changing focus (close/far/close/far...). If the glossy screen bothers you (as it does Rob at MacWorld) it's because you have active (hyperactive?) 3D vision. I am an architect. I have that "problem." I cannot look at a dark glossy surface without looking through it to the world reflected in it. Sure, I <can> look at the surface itself, but it's an effort, and the coherence and space of the reflected world remains a constant distraction, making me focus back and forth between the information 18" away (on the screen) and the 6ft or more away ("behind" the screen).
So, solution? Make both kinds of screen available. Duh, you say. Right! There is one other solution. As someone on the MacWorld board noted, glasses (spectacles) come with optional anti-reflective coatings which diffuse light at a molecular scale, so that no milkiness is induced. Indeed clarity <through> the lens increases at the same time as reflections from the lenses (as seen by people looking at you, as well as from side of your head, behind the lens) decreases markedly, letting them see your eyes instead of flashes of reflected lights. The coating on my three pairs of glasses are from Zeiss (
http://www.zeiss.com/us/ophthalmic/cons/home.nsf/Contents-Frame/2FB2DCD0F56EDF2C85256CE1007959DA ) and Teflon (
http://www.solateflon.com/product/index.shtml ). This stuff however is expensive! Applying it over the area of a laptop screen might run in the hundreds, if not thousands of dollars. That's probably also why we don't see it on car windshields. For more on how anti-reflective coatings work, see
http://www.edmundoptics.com/techsupport/displayarticle.cfm?articleid=247&search=1 .
One more remark. For some people glossiness itself, on anything, denotes cheapness; they "hate" shiny anythings, chrome, paint, mirrors, brass, whatever. They would have matte cars and motorcycles, preferably the color of exhaust pipes. I am not one such. I think the flash and liquid glint of polished and reflective things is fine if mixed with duller textures (eggshell, satin, fabrics...). So, ask yourself: is your problem with the MBP's new glossy screen an esthetic or visual one?