Bill Tindall, E.Tn.
The purpose of the finish is to protect the wood. If you don't like shiny, then apply a thinned coat of gloss, sand, another thinner coat, then followed by a thinned coat of dull. The goal is to have the floor looking good 10 years from now, not just tomorrow.
In our first house we applied polyurethane. After 10 years of dog and 2 kids we scuff sanded and recoated and it looked like new again. All the dog toenail dents and scratches were in the finish and not in the wood.