My eyes look lifeless with full on matte shadows, so I also prefer to use for crease, outer corner, browbone or for pushbrush lining. I need some kind of shimmer on lid or lining.
Hate: For me, mattes tend to have a high tendency to fade, be more difficult to diffuse and poor pigmentation can add to the overall performance frustration. If I am using matte shadows, I always wear a primer.
Love: On the other hand, they are absolutely necessary for very effectively receding my hoods, adding depth to lashline, accentuating and lifting corners of eyes.