Ultimately it's up to what the customer themselves want. I guess you can sell sheens to a certain degree, but I've put up say, satin on walls where I've wanted a matte. Oh well. Sometimes the worst thing to do is try to talk a customer out of a sheen they want, but sometimes it's the best thing, too. Hard on that front.
One thing I think to consider is with sheen and perception of color, besides the issue of often a deep base ending up a higher sheen than advertised due to more pigment, a room in the same color can look very different in flat, eggshell, or satin or semi-gloss, and be essentially a different color due to the way light bounces around the room. I would say in some situations if you wanted to go flat or matte, you might be better going 1-2 shades lighter in color compared to the same color in satin, because the color's perception is going to be different just from the change in sheen, with a darker color in a higher sheen presenting basically as a brighter color due to light reflectivity.
Personally, to me, the finest looking paint around for a wall is Regal Matte. I love the BM matte finish. It seems to work and look good everywhere and on any surface.