This TV does it, the Steam Deck's done it, and it almost always looks terrible (the nano-etching on recent MBPs is _fine_; but still makes the text noticeably fuzzier).
The market for top-end TVs is the people who _really_ care about image quality, why would you jeopardize that with a coating that makes it _worse_?
I'm fine with this being an option for those who want it, but associating "top-end" with matte is bizarre to me. I regularly regret buying the OG 512 GB Steam Deck because the matte coating on it is just so bad.