I have mixed feelings on the glossy-everything trend that seems to be the norm these days. I suspect glossy is indeed better when the environment is right--but it often isn't. I went through the same thing buying a new TV for my sunroom which, as you might imagine from the name, has a lot of light during the day. I don't use the TV in that room much during the day and the glossy plasma is indeed wonderful at night, but matte screen have their advantages in sunlight and, I suspect, are the overall optimal choice for a lot of uses even though they've fallen out of favor.