Never tried for the shop, but I like refreshing for Matthew to find a specific item with a build in mind. It doesn't feel too cheesy since the run didn't really start yet.
I'd actually prefer to make that even easier, where Matthew gives you 3 choices to pick from (or even shows the entire rare table) so you can start from the beginning with whatever playstyle you're looking for. More class options in a future update (like getting a wind+mana stone) would help otherwise.