I like mine glossy, but too glossy (my cat can't use them as a scratching post if their too slippery, kinda funny to watch)
I like flat. Barry turned me on to Meguires Endurance a few years ago. Looks satin when you apply it but wipe it with a dry towel and it goes flatter. Looks great
My grandmother used to spray her '73 Mav's dash and plastic bench seat with that stuff. Hard to keep your butt from sliding off the seat when turning or braking.
I like "flat" or "satin" look. I just started using Meguiars Tech Protect and it leaves the tires looking like new, but not shiny or glossy.