Panasonic tried it back in 2007 with the PX77U series - it was basically a PX75U but it had a matte non-reflective screen that was very LCD-like and it was very effective at reducing reflections. But it was a flop.
I seriously considered getting one back in 2007 since i like watching Speedchannel on sunny afternoons, but i spent some quality time with one at a stand-alone Magnolia store (so much better than the Magnolias in the BB stores BTW) and the matte screen took away from the picture quality.
They later added the 1080p PZ77U series (a matte-screen version of the PZ700U, their first 1080p model) but it made the picture look somewhat dull and lifeless. Looking back, i think the reason that it didn't work out was because they installed it on the already notoriously dim 10G panel which was their first-ever 1080p panel. I have a PZ700U and it's literally the dimmest plasma i've ever seen, and i've been seeing plasmas since about 2002. There were lots of complaints about the PZ700U and PZ77U being too dim. Mine has been banished to the bedroom where it actually works great since it's always watched in dim light.
I bet if they had waited one year and tried it on the much brighter PZ85U and PX80U instead i think it would have worked out much better. But their brighter screens did a pretty good job at punching through the ambient light and were more watchable than the 77U models so maybe they didn't feel the need to try the matte screen again.
I posted about it in June 2007:http://www.avsforum.com/avs-vb/showp...7&postcount=25