I've grown overly fond of applying a matte look to my photos in post-production. I love the look of Fujifilm colors straight-out-of-camera, but I still find myself applying a matted look on some occasions. I'm confident that, like everything in life, it is a fad, but I believe it is a fad that will remain a part of my photographic signature.
I recently wrote an article about discovering picture styles in Canon cameras. I was able to create a picture style that desaturates colors and applies a matte look in-camera. "Matte look in-camera." That seems hard to believe, but it is possible because the picture style editor allows users to adjust the image tone curve. By changing the dark side of the tone curve, I was able to produce that matte look.