I use the matching EQ in Ozone a lot, but I usually apply it at less than 20%.
The big advantage to me is in countering the inherent psychoacoustic difficulty of EQ'ing. More than other processing tools like compression, reverb/delay, imaging, and even loudness (limiting), I find it's very easy to lose my bearings with EQ and end up with something pretty weird by just tweaking without a reference. Bass boost.. ooh, that sounds good. High end boost... ooh, that sounds good too. Maybe a little more of each! It quickly gets to where what you've done sounds normal to your ears even if it's really screwed up.
EQ matching helps you get back close to reality quickly. Of course, the choice of reference track is crucial. On the album I just mastered (a "reunion" record of my old band from forty years ago) I used the same song as a reference for every track, even though the songs varied in style a lot, just to gain a little continuity. That was Steely Dan's "Hey Nineteen", because it's immaculately clean, simple, perfectly balanced and not hyped toward any genre. If the record had been EDM or metal, that would have probably been a poor choice.
Like any other tool, matching EQ isn't a cure-all and can be badly abused. But I find it easier to tweak starting from a reference point than from a blank slate, because properly hearing EQ changes is so difficult.