Is there actually a difference between flat and matte, or is that just marketing?
Both, and it is worth separating the two. The physical difference is real and measurable, and it lives at the grazing angle rather than straight on. MPI puts flat at 5 gloss units or less at 60 degrees and 10 maximum at 85 degrees. Matte is up to 10 at 60 degrees but 10 to 35 at 85. Face-on they look the same; light raking down a wall from a window is where matte shows its side sheen. The marketing part is the naming. Sherwin-Williams treats flat and matte as one category. Benjamin Moore sells them as distinct product lines with distinct recommendations. Both are right - the disagreement is in the words, not the physics. The difference that will actually affect your life is the resin: a modern scrubbable matte is a high-binder film that cleans far better than a traditional low-binder flat at the same gloss reading.