The sales people at the AT&T store put this on my iPhone 5S last night. They had never seen this brand before and were curious about it's quality, ease of use, thickness, look, etc. and were very impressed. I had an iPhone 5 with a Zag protector before and it didn't feel nearly as nice as this one does. I had no idea that it could make this much difference. Seems like a small thing, but when you feel this one, you will know what I'm talking about -- it feels great to the touch! And the matte finish is excellent. I highly recommend this product. 

Question: How good is the finish?
Answer: I had no idea that it could make this much difference