...Probably just another reason why Match is still in beta.
It very briefly said beta on launch day, but that was changed in a matter of hours. However the quality of the service, particularly on iOS devices, sure seems to be beta. The play counts not updating is a known issue that seems to affect most everyone running Match on an iOS device. I'm hoping some things will be fixed with 5.0.2 or 5.1, but haven't seen any confirmation from developers.