arista.edu ultra semi-matte paper = foma matte?

Foma sells, through Freestyle, glossy and matte neutral-tone FB paper.

Arista.edu Ultra (supposedly rebranded Foma) offers glossy and semi-matte FB paper.

Foma branded matte paper can in no way be described as semi-matte.

What's going on?

Call Freestyle and ask. They're very helpful in their customer service dept. 1-800-292-6137

Despite the apparent difference in labeling, the Arista Edu Ultra "semi-matte" paper is indeed as matte as matte can be. Or at least as matte as Foma makes them. The mislabeling is in all likelihood unintentional, as Freestyle also carries (or used to carry) a number of different house brands of paper that were truly semi-matte.