I bought a Trek with a matte finish a few months ago and, if I could do it again and I had a choice (I didn't), I'd go with a glossy finish. The matte finish shows off dirt and grease like that's it main priority, particularly around the fork/headtube junction and the BB. That said, my paint job is a lighter color (
Domane Gravel), so maybe darker colors are a little less susceptible.