When you say “most golfers” I guess you mean “you”. I am not aware of surveys that have come my way with a question of shinny verses matte but I do know I almost throw up when I see a matte car at a red light. I for one am a traditionalist and want to stick with the glossy clubs. I guess anyone wanting matte can always use some sandpaper. Just my opinion as I will not speak for the other “most golfers”. Cheers.

I prefer the gloss finish. Only one driver out of the last 5 I have played has NOT been gloss finish. And it was white matte finish. I never really liked the way that driver looked.

Titleist actually puts a lot of research into the club's appearance.
I guess "most golfers" for them is a different group than your "most golfer"

Titleist has been using a gloss finish on their metalwoods for as long as I can remember.

I'll stick with gloss thank you. As has mentioned, the cosmetics are the club are researched and evaluated endlessly by club designers. Clearly more players are asking for the gloss finish.