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.