What I don't get is, on a display like an iMac where the front surface of the display is glass, why doesn't Apple offer an optical coating (i.e., anti-reflectio

What I don't get is, on a display like an iMac where the front surface of the display is glass, why doesn't Apple offer an optical coating (i.e., anti-reflection coating) option? Optical coating used to be standard on high-end CRT monitors. It seems like the right solution here as well. I wouldn't miss the matte finish nearly so much if I could get the glossy screen coated.