I love it, which means I do it and try not to overdo it. I don't think playing match play the majority of the time would be good for me. I have some friends that don't seem to enjoy playing without it, but I do. Team stuff is fun and don't get as competitive. Prefer to play against a peer than someone who wants a million pops unless it's pretty casual.
They play some weird Ryder-ish formats in some tournaments around here, and I think mixing it up each 9 keeps it interesting in things like that.
Other than the course medals, pretty much all of my 'competitive' golf is matchplay, whether it's just a bounce game with pals or the annual golf holiday with my old man. I like that any bad hole doesn't wreck the round, and I can be a lot more aggressive rather than trying to protect a score. I always hole out just to keep an eye on scoring, but I love a matchplay.