The picture is a bit misleading; it almost makes it appear as though it's covered in bedliner or something, which is not the case. It's a "sand" finish, but the particles are pretty fine. It's also more of a grayish hue then the black it seems to be.
I get what you mean though; it's not a piano black finish. No highly polished gloss here. If your needs are more towards a furniture-grade finish then you probably won't be thrilled with how this one looks. I'm starting to warm up to it because there's no glare, which the polished finishes have. It doesn't show dust or finger smudges either, which is a good thing for me.