If you saw a matte black *insert dream car here* and a normal gloss black *same car* which would you choose? You may actually say the gloss but most car folk like the matte colors because they stand out more and "look" expensive (they are kinda expensive if you go somewhere good). I got matte black on purpose and it had nothing to do with finger prints or anything else, I had the black 3GS and 4 (or whatever) and loved them. But, there was no matte option then. Anyway, I just hope everyone enjoys their new 7 as much as me regardless the color