It's matte. Even my early 2008 matte MBP looks shiny at that angle. Furthermore the article from which the photo is taken is italian (as am I) and it clearly says "a normal matte screen". No reason to not trust them.
I read that too, and I hope you are right. I'm not so sure though. It seems that people have adjusted their conception of what 'glossy' is. Now that apple has added glass on top of their screens, *that* has become the new meaning of glossy. Remove the glass and suddenly you have matte. It seems that people are thinking this way. But that is dead wrong.
If you remove the glass, you have glossy. Put a matte coating on it and you have matte. Put an anti-reflective coating on in instead and you still have glossy, with a bit less reflection and no glass.
At this point everyone is calling this matte, including journalists who seem not to know the difference.
I guess we'll have to see what this really turns out to be. I think the grey-bezel option is just a glossy screen with no glass, but I hope I'm wrong.