Purpose of using same speakers for surround?

I don't use matching rears. When I've tried it heard no difference. You are right, as long as the sound effects channels are competent, good enough for me.

I suppose if you want a visual match, that's OK.

Perhaps those with a really high end system, and listen to a lot of multichannel music would be better off matching. For the rest of us...

Not one manufacturer has yet to produce a completely neutral speaker. Not only do different designer/manufactures deviate from neutrality differently, but even models from the same manufacturer deviate differently from each other. With that said; it is more likely that a given designer/manufacturer will more likely have more consistent design priorities, and even perhaps shared components within a given line, and therefore greater sound similarities. There is good reason to match sounds as closely as possible. Different variances from neutrality can add quite a bit of distraction from the semblance of reality. While perhaps not as important as matching left and right channels, the same reasoning for doing so, holds true for matching front and rear channels.

Not all multichannel music limits the surround channels to ambience. I have TACET CDs of chamber music which assign different instruments to different channels. I realized that I needed to upgrade the surround speakers when the viola had more robust sound than the cello.