I've been doing a bit of looking around about EQ matching, having listened to a home recording podcast that talked about it. Also, I'm fairly certain that FAS and Positive Grid use it, or a more advanced form of it, for the Axe and BIAS, respectively.
It seems people thus far tend to use it to match someone else's track(s). My use would be more to make an ideal reference track of a mic recording my amp, then when using the amp+DI, using the EQ match in conjunction with an IR to even more closely match the sound I love from my amp and a good old SM57.
I've used it a fair bit. Have used Ozone with kinda average results, it can be good if you want to be lazy and steal the overall EQ of a commercial track to put on your master buss. I've also recently been using Positive Grid as I'm trying to chase a very particular tone from an engineer. What I'm actually doing is using Positive Grid to tone match (it does it surprisingly accurately, the trick is to find the amp that you're trying to clone in their 'Tonecloud' first and work on it getting it close) and the Profile it with the Kemper. The only problem I'm running into is that the engineer I'm trying to emulate has the most stunning mic technique, so finding another profile with similar characteristics is pretty much impossible. I know someone who has a profile by the engineer and it will match it perfectly, but he won't give it to me. Fucker.