You're right Chris. It is mostly a matter of personal preference, but with a little practicality sprinkled in.
I went with the gloss screen simply because I like the way it looks. Crisp, bright, slick...it's got it all. I have never looked back and am surprised by the display almost every time I look at it.
Of course, one consideration is reflections. If you, for example, work with a large window behind you, glossy might not be the best idea. With that said, I have been in plenty of bright situations with reflections on my screen but they never bothered me...probably because this LED backlit 15" panel is so bright. I have heard, however, that professional (or semi-pro) photographers prefer the matte finish.
I guess it all boils down to go spend as much time with each as you feel is necessary, pick one, and enjoy whichever you choose
