I can't say that I'm 100% familiar with every new model that is out there right now, but I'll gladly share my opinions for what they're worth
If you find the reflections shown by glossy screened displays to be distracting (I certainly do), then a matte screened display really is your best choice. In the "old" days, matte screened LCDs used to look as though they had lower contrast and lighter blacks than their glossy-screened sisters. Perhaps this is why you didn't want to get a matte screen LCD at first. But things have changed. With full-array local-dimming LED backlights, LCDs are able to deliver genuinely deep black levels and high contrast. You don't have to worry so much about "tricking" your eye into seeing deeper blacks and higher perceived contrast with a glossy screen the way we did just a couple of years ago. With genuine deep black levels and high contrast, even a matte-screened LCD can appear to retain deep black levels and high contrast in a brightly lit room and it can do so while simultaneously mitigating most of the distracting reflections - best of both worlds
Unfortunately, almost all of the LCD manufacturers have decided to make their 2010 LCDs with glossy screens! For one thing, glossy screen LCDs sold better in previous years (due to the exact reasons that I gave above). I also like to joke that women like the glossy screens better because they act as a mirror when the TV is off
Anywho, if you didn't like the look of a glossy screen next to a sunlit window, then Samsung is basically out as a choice. Sony's higher end 2010 LCDs are also all out of the running and LG's 2010 models are out too! That leaves you with rather few choices, I'm afraid. But there are still a few good options.
Vizio's XVT line is a likely top choice. They don't have perfect colour, but it's close and you'd probably only notice if you actually measured the colour points with a meter or had it sitting right next to a display with perfect colour for comparison. The newest models are the VFxx2XVT line, which really focus on internet widgets, so if you're into those, you'll love the 2XVT line. If you don't care about internet widgets on your TV, the VFxx1XVT line actually has a little bit better performance with deeper blacks and higher contrast. One interesting note is that the 1XVT line actually performs better when you crank up the light output a bit, which should really help you in your well lit room.
With the Vizios, you cannot separate dejudder from deblur. That means that if you use the enhanced motion settings to get as much motion resolution as possible, you also have to accept the "smoothing" or "soap opera effect" at the same time. If sports are your big thing though, you might very well like this look. You get a smoother, more lifelike looking image with sports. And for movies, you can just turn the feature off completely and get perfect cadence for 1080p/24 films.
I like the Vizios quite a lot and they are certainly priced aggressively. So even if you have a few quibbles about the picture, at least you'll know you paid a rock bottom price
LG's local-dimming LED-LCD from 2009 is also a contender. The xxLH90 LED-LCDs have LG's older, matte screen and the local-dimming LED backlight renders deep blacks and high contrast. The backlight seems to fluctuate more noticably on the LH90 models though, and that can be distracting to some people. It has super accurate colour, so that's a plus. But it has the same thing as the Vizio when it comes to dejudder and deblur where you have to activate both at the same time.
Other than those two, you're probably looking at an older Sony model or their current CCFL-backlit model: the EX500 line. I wasn't super impressed by the EX500 that I tried out though. Black levels and contrast were nothing special, colour was typical CCFL Sony (which is to say, tinged blue in dark areas and not exactly accurate anywhere else) and the EX500 had some of the worst off-axis viewing I've seen, which was a bit of a surprise.
Vizio's 3D capable XVT PRO models should be coming out within the next few months (according to them). But we all know how much Vizio likes to miss their target release dates
I have to say that it's a tough choice these days. A couple of years back, the choice was easy and you just went and got a matte-screened Samsung. But these days, the choices are (strangely) more limited and no one seems to be putting out a truly impressive display anymore.
So, to be honest, I'm liking Vizio the best right now because everything in their displays is "good". Pretty much nothing is "great", but at least everything is "good" and that means a display that performs in a balanced way and does so for a very affordable price, which makes the minor short-comings a lot easier to tolerate IMO.
Hope that helps!