I've done extensive testing on many canvasses (over a dozen) both matte and glossy/luster along with various coatings. What I've discovered is that the punchiest looking combination is a luster/glossy canvas with a protective spray overcoat. This certainly produces the prettiest looking results, but not the most durable or longest lasting from a display point of view. Like many things in life the objects that are the most beautiful are also the most fragile. So you have to decide what's more important to you, durability or looks. And yes, all matte uncoated canvasses look dull.
For durability choose a matte canvas and overcoat it with three light coatings of Eco Print Shield, the first two glossy and the final coat to determine surface reflectivity. This provides a very tough protective coating that, according to Wilhelm's tests, double display life. The drawback to me is that it also makes the canvas look like it's made out of vinyl plastic instead of canvas, which I don't really care for. But if you're more concerned about toughness than beauty this is the best way to go.
For beauty choose a glossy canvas and apply a spray varnish overcoat. I prefer the combination of Canson's Museum ProCanvas Luster (it has the smoothest surface of all the canvasses I've tested) and for the spray the PremierArt Print Shield because of the three I've tested (Moab, Hahnemuhle and Premier Art) the Premier Art increases both dmax and color saturation adding further to image "pop" whereas the other two leave the surface unchanged (which can be good depending on what you prefer). The drawback to spray varnish is that under extremes of temperature it can crack if you put on too heavy of a coating. Also it only increases average display life by approximately 25% instead of the 100% of the Eco. The main advantage is that it retains the look of the original canvas surface. BTW, both coating products are made by the same company, Premier Imaging.
Which one do I use? This really depends on if I know it's final environment. If it's going into a heavily polluted room, say from smoking, or a very well lit room with either fluorescent or sunlight from large picture windows (office or professional building) then the matte canvas with the Eco Print Shield would be best.
But in a private home in a clean environment, then the Luster canvas with spray varnish overcoat wins.