I've seen the same set as everyone else in Best Buy. Reportedly by the employees in Best Buy who've talked to the people who have seen and ordered the sets for the retail giant all models have the same finish.
The finishes do not appear to be matte, but they do have a non-reflective coating on them. This new coating allows the picture to be brighter while diffusing the reflection a bit more. It is a compromise LG had to make. The picture is brighter, but then it is more reflective. However, the reflection is not mirror-like as it is on a glossy screen.
While I would prefer a matte screen and its non-reflective properties, I will probably get the LM9600 when it comes out. I note that some sites (Adorama Camera, JRMusicWorld, etc) already have it for sale at $3300. Best Buy folks told me they would sell it at that price, too.
Also, this week only (through Saturday 3/17/2012) the 7600 comes bundled with LG's top of the line soundbar at Best Buy.
I plan on going back to Best Buy to get my hands on the remote and take a look at the new menu system and some other features. I can say that yesterday we could not see the 3D display, but they did put it on 2D to 3D for me and the conversion is improved from last year's models.