my sworks is matte and while I like the bike I loathe the matte finish. there are several bikes out there you can only buy with matte and if a bike fits great and is what you want I guess it's not a deal breaker for most people but given a choice I would prefer a non-matte without quetion. Mine is matte because it was a warranty replacement and a huge upgrade in terms of the frame. I had no choice but I would never prefer matte. I enjoyed keeping my gloss finish bike clean and looking perfect. My matte already has shiny wear areas and attracts dust like a magnet. Just horrible and yeah...I've read almost everything I could find on keeping matte looking good. I loathe it and have come close to selling the bike with full Ultegra in order to buy a lesser 105 equipped gloss finish. I don't think I'll do that but it says a lot that I have thought often about it.