The point is that a 'hand rubbed finish' does not describe the sheen of the finish at all. It is merely how the oil/varnish is applied to the wood.
Just as a spray on polyurethane finish does not describe if it is gloss, satin, or flat.
Furniture folks do understand a non-glossy look and they use it frequently, for the some of the same reasons gun stocks are left satin or flat. FYI, for a long time many higher end rifles and shotguns had finishes that rivaled the best of the 'piano' finishes.