Matter is now a standard not just a common spec. Everyone should demand all new smart home devices support matter. (it is okay if you use Zigbee or some other alternative to control it today but you should still demand matter for the day you switch - that day should come)
In particular note the bane of all smart homes: if you have to move the next owner won't have a clue what you did. In the worst case you have to hire an electrician (no DIY allowed since it isn't your house anymore) to rip that out so your house is livable. If you are using matter there is a chance they can start using your system in their own way. The more matter takes off the more likely this is. Also the more likely others will use it - perhaps you next house will have matter installed for you and so you can just automate it where you want to instead of rewiring the house first.
In particular note the bane of all smart homes: if you have to move the next owner won't have a clue what you did. In the worst case you have to hire an electrician (no DIY allowed since it isn't your house anymore) to rip that out so your house is livable. If you are using matter there is a chance they can start using your system in their own way. The more matter takes off the more likely this is. Also the more likely others will use it - perhaps you next house will have matter installed for you and so you can just automate it where you want to instead of rewiring the house first.