It's classic Apple to spend over a decade insisting that that glossy screens were the best option, and then to eventually roll out a matte screen as a "premium" feature with a bunch of marketing around it.
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I don't recall Apple ever "insisting" anything about glossy vs. matte. They simply eliminated the matte option without comment, and finally brought it back many years later.
If you have a reference to a public statement from Apple defending the elimination of the matte option, I'd like to see it.
To be clear, I've been complaining about glossy Macs ever since matte was eliminated, and I too purchased an M4 MacBook Pro soon after it was available.