Matte or gloss? Which do you actually reach for?

Trying to decide on the finish for a piece I am about to commission and I keep going round in circles.

Gloss is what everyone pictures when they think of latex, and there is a reason for that. But I have seen a couple of matte pieces in person that looked genuinely gorgeous, more like a strange dense fabric than like rubber, and I could not stop looking at them.

For those of you who own both: which do you actually put on more often? Does matte lose something in a dim room, and is keeping a gloss piece looking right all evening as much work as I suspect?